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...