Diageo : Behind the brands – 4 adverts, 4 employee perspectives

'At Gordon's we are committed to providing choice for different occasions and we don't think people should have to miss out on the flavour or experience when choosing an alcohol-free drink. We've created Gordon's 0.0% to ensure that consumers still get to enjoy the delicious taste of Gordon's, even if they're opting not to drink alcohol!

To launch this exciting new product, we created a multi-channel campaign including TV, social, digital and out of home assets that introduce our latest innovation with the same creative style and playful wit that consumers would expect from Gordon's so they know they can enjoy their favourite Gordon's & tonic, alcohol free. We've worked to ensure that our TV ad clearly communicates what this new product is, the occasions it is relevant for and as Gordon's 0.0% tastes so delicious, we also really wanted consumers to know that too!

The whole launch campaign has been a truly cross-functional effort across our expert teams at Diageo from consumer planning, culture and entertainment, shopper and brand marketing to our category and commercial experts. A launch like Gordon's 0.0% is a great example of how Diageo brings together brilliant talent across the business in the pursuit of successfully achieving one big objective.'

- Charlotte Gibbon, Head of Gordon's GB