Feature

Campaign Media Awards 2008: Campaign Gold Award - Media Campaign of the Year

WINNER
Title: Gordon's & Gordon
Media agency: Carat
Media director: Anna Hickey
Creative agency: Bartle Bogle Hegarty
Account director: David Liddiard
Client: Diageo
Brand: Gordon's Gin
Marketing director: Olga Garcia Martinez
Media/brand manager: Matt Campbell

The gin market is becoming increasingly competitive with new, boutique brands muscling in on territory once held by more familiar names such as Gordon's. Gordon's wanted to encourage infrequent gin drinkers to choose the brand over competitors by improving its perception as the best gin. Gordon Ramsay was signed as the brand ambassador, and Carat negotiated every aspect of the deal, making sure that the campaign ran across a variety of platforms tying in with the campaign's aims. This included sponsorship of Ramsay's Kitchen Nightmares on Channel 4, a striking poster campaign and pouring rights for Gordon's Gin at all Gordon Ramsay restaurants. Perception among the target audience that Gordon's Gin was the best tasting gin rose by 44 per cent.