Gordon's - Diageo: #YayDelay

Gordon's, a gin brand, increased brand awareness and consumption by launching a geo-targeted campaign that offered discounted or free gin to people suffering from train delays.

Campaign details

Agency: MullenLowe Profero and The Romans

Gordon's is the world's favourite gin – but not always the natural choice for a first drink of the evening.

The challenge was to get Gordon's on to more people's lips, build awareness, reassert its relevance and drive penetration.

Strategy

Gordon's want us to enjoy a life of zest and has long been the nation's favourite gin – but they needed to reassert their distinctive "Shall We?" character.

How could they celebrate opportunity when "zest" is otherwise at a low?

Train delays and cancellations are one of urban life's biggest stresses....

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