Ad features character which has graced bottles since 1769
DIAGEO-owned gin Gordon’s is the focus of a new TV advert which aims to tell the brand’s story through a new character called ‘Gordon the Boar’.
The 60-second ad, which was first shown during James Bond film Skyfall on ITV1 last month, is part of a wider marketing campaign costing a claimed £2 million, which Diageo said aims to reach more than 78% of the brand’s target audience in the next six months.
Communicating the ‘It’s got to be Gordon’s’ message, the ad brings to life ‘Gordon’ – a character based on the boar’s head which is said to have featured on the Gordon’s gin bottle since the brand’s launch in 1769.
Legend has it that a prince was saved from an altercation with a boar by a member of the Gordon family; he then awarded the family a boar’s head to use on its crest, which continues to feature on the bottle today.
In the advert, Gordon the Boar is shown dancing in a “cool and contemporary” urban apartment space.
The new ad is being backed by a four-minute YouTube video designed to educate viewers about the heritage of Gordon’s gin and Gordon the Boar; the supporting film will be hosted on YouTube and embedded on Gordon’s social media channels in the form of five shorter clips taken from the main film. Gordon the Boar also has its own Twitter handle (@gordontheboar) to allow fans to follow the character.
Louise McKerrow, marketing director for Gordon’s in western Europe, said the campaign aims to appeal to a contemporary audience.
“Gordon’s is the nation’s favourite gin, and with the TVC (television commercial) and supporting activity we have created, we hope to turn Gordon the Boar into a favourite character and cement Gordon’s place in modern British culture,” said McKerrow.
“We expect 2015 to be an incredibly exciting year for Gordon’s, with lots more news on the brand to come.”