Campaign Media Awards 2012 - Best Alcoholic Drinks Campaign: Gordon's

Carat's research found Gordon's consumers to be culture vultures, so Carat's strategy focused on creating a new media channel in theatres.


The agency worked with Pearl & Dean to project a special 90-second film promoting Gordon’s on to safety curtains across 39 theatre venues, complemented by branding on theatre tickets, merchandise in theatre bars and discounts for loyal consumers on theatre tickets.

An audience of 6.8 million people saw the curtain-raiser film and there was a 45 per cent increase in consumers choosing Gordon’s as their first drink of the evening.