Gordon’s Gin

THE PROBLEM

Diageo wanted to create a social media campaign that made more people ask for Gordon’s when they were out at a bar.

THE IDEA

Create a national debate about the garnishes for Gordon’s Gin to highlight the fact that Gordon’s is the classic gin. Put Your Spin on Gordon’s Gin is a month-long social media campaign that asks gin drinkers to choose their favorite garnish for a Gordon’s G&T. Two garnishes are to face off each week. The winning garnish moves into the next week. Anyone can vote on Instagram, Twitter, or OOH units in public spaces. The winner will be revealed at the Glastonbury Music Festival.

INSIGHT

People have very strong views about gin: what it should or shouldn’t taste like. But Gordon’s is a classic. Its recipe has been unchanged for 250 years. The other gins are simply Gordon’s with more botanicals or at a higher price point. A garnish is all that’s needed to customize a G&T, not a truckload of botanicals.

AGENCY: Engine UK
CLIENT: Gordon’s Gin
ROLE: Writer (tagline, social copy)