CAMPAIGN DIRECT AWARDS 2003: Best Drinks/Grocery and Household Campaign

SILVER AWARD Title: Gordon's New Bottle Mailing Agency: Craik Jones Watson Mitchell Voelkel Art director: Mark Buckingham Copywriter: David Brown Group account director: Kirsty MacCuloch Client: Diageo Brand: Gordon's Gin Senior brand manager: Mark Sandys

Gordon's most committed drinkers can be change-averse. So with this in mind, they were sent some over-the-top spoof bottle designs to shock and amuse them, so they wouldn't be too put out when they saw the real redesigned bottle. Fifty-three per cent entered into the spirit and responded favourably, offering positive feedback on the new design.