Gordon’s Aims to Normalise Moderation by Empowering Consumers to ‘Mix It Up’

Gordon’s, the world’s No.1 international gin[1], is today unveiling its new ATL campaign, ‘Mix It Up’. The ad, which shows consumers choosing to pace their consumption by switching between Gordon’s Pink and Gordon’s Pink 0.0%, has been created to empower consumers to moderate their consumption in a way that works for them.

‘Mix It Up’ is the first Gordon’s campaign to bring both Gordon’s Pink and Gordon’s Pink alcohol-free variants together in one advert since the move to a new brand world that shines a spotlight on people coming together in moments of connection. With 36% of drinkers currently pacing their consumption with soft drinks[2] and 49% of alcohol-free occasions also featuring alcohol[3], the campaign offers those looking to moderate an option that doesn’t compromise on taste.

The vibrant new TVC invites viewers to join an evening out with a group of friends. As the group begin to drink their Gordon’s & Tonic, the screen splits in two to visually demonstrate how they choose to pace their night by switching between Gordon’s Pink and Gordon’s Pink 0.0%, all whilst having a great time together.

In addition to the new TVC, a suite of assets have been created to bring the campaign to life across social and digital channels. Whilst in the same universe as the commercial, the social content hero’s Gordon's long-term partner Maya Jama who brings to life how she chooses to mix it up for followers.

Tayara Sousa Linke, global head of marketing at Gordon’s, said, “When creating this campaign, we wanted to demonstrate that moderation didn’t have to be a binary decision between having something alcoholic or alcohol free. We know that this perceived choice impacts people’s decision to moderate, so, through Mix It Up, we wanted to highlight that it is possible to seamlessly switch between the two and enjoy the same great taste of Gordon’s Pink whilst moderating with Gordon’s Pink Alcohol Free.”

Creative agency Anomaly took the lead in creating the new TVC, bringing the concept to life in collaboration with renowned director Mia Barnes who has experience producing dynamic music videos for some of the world’s biggest music artists.

Joe Corcoran, managing partner and executive creative director at Anomaly added, “Mixing up Gordon’s Pink and Gordon’s Pink 0.0% in the same occasion allowed us to focus on the fun, vibrant, playfulness of the brand. We built everything around a special re-creation of Tim Deluxe's 'It Just Won't Do' featuring Sam Obernik. Then it all came together… Mia and Radical Media brought the style, we brought the music, Gordon’s brought the drinks.”

When Alexander Gordon created Gordon’s back in 1769, his ambition was to create a great quality gin that celebrated people coming together for a great time. ‘Mix It Up’ continues this celebration by demonstrating that whatever people choose to drink, be it Gordon’s Pink, Gordon’s Pink 0.0% or a combination of the two; great times are still had when people come together.

The new creative will run across BVOD, Social and Digital channels in Great Britain.

[1]Retail Sales data, R12M, Total Trade, Sector: Gin, 03/10/2022 – 01/10/2023

[2] IPSOS Off Trade Shopper Study 2022

[3] Kantar | Alcovision | Data to 30-Jun-24