gin

2020 Brave Awards winner, Gordon's Gin

Legacy brand turned challenger

You are a 250-year-old brand with a 38% share & sales rising steadily (+7.9%).

 
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 facing (or ignoring) in today’s world. Literally hundreds of new gin brands were entering the market. The market was alive and growing fast. Faster than Gordon’s. We decided to take the fight to the market by bravely adopting a challenger mindset & reinventing the Gordon’s brand.
 
The business objective was to maintain market leadership in gin by significantly growing value, ahead of the market growth rate. Within 2 years.
 
A complete turnaround
The results have been nothing short of phenomenal. Gordon’s has...

Members only

Not a member yet?

Want to read more of this article and others? Become a member today.