Gordon’s Gin gets modern push with new ad

Diageo has given its Gordon’s Gin brand a contemporary makeover with the launch of a new advertisement as part of its £2 million marketing plan.

Gordon the Boar stars in Diageo’s new UK advertising campaign for Gordon’s gin

The 60-second TV advertisement, which was first aired in the UK on Christmas Eve, features a new character called Gordon the Boar and has been launched under the ‘It’s got to be Gordon’s’ campaign.

Gordon the Boar is described as a character embodiment of the boar image which has appeared on the Gordon’s Gin logo since the brand’s launch in 1769.

According to legend, a boar’s head was awarded to the Gordon’s family to bear on their crest by a prince who was saved by a member of the Gordon family from an altercation with a boar.

In the advertisement, which is expected to reach 78% of the brand’s target audience, the character dances around a city apartment while making a Gordon’s gin and tonic.

“Gordon’s is the nation’s favourite Gin, and with the advertisement and supporting activity we have created, we hope to turn Gordon the Boar into a favourite character and cement Gordon’s place in modern British culture,” said Louise McKerrow, marketing director for Gordon’s Western Europe.

“We expect 2015 to be an incredibly exciting year for Gordon’s, with lots more news on the brand to come.”

Diageo will launch the advertisement across multiple platforms, while an educational video of Gordon’s brand history has also been created for YouTube.

In February last year Gordon’s released its latest flavour extension, Gordon’s with a spot of Elderflower, following the launch of its cucumber-flavoured gin.