Gordon's Gin: Legacy brand turned challenger

Gordon's, a gin brand, redesigned its bottles and launched a set of standout creatives and films to increase brand value in the UK.

Executive Summary

You are a 250 year old brand with a 38% share1 & sales rising steadily (+7.9%)1 2. The safe option is to carry on just as you are. But that's not what the Gordon's brand team did. We had an audacious vision & changed everything - new packaging, new advertising, bold new product. And we more than doubled the size of the brand3.

A legacy brand facing an onslaught of new competition

We could see the writing on the wall. Gordon's was facing the kind of threats that many legacy brands are...

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