Bartle Bogle Hegarty has broken Leo Burnett's 12-year hold on the
Gordon's Gin business with a brief to extend the brand's leading share
of the UK market.
United Distillers & Vintners confirmed that BBH would take over the
creative work on the £3 million (about US$4.2 million)
account after a pitch against the incumbent shop.
The decision leaves Burnett with no other UDV business in the UK.
Media buying did not form part of the review and will continue to be
handled through Carat.
Syl Saller, UDV's marketing director, insisted that there was no
dissatisfaction with Burnett's performance and that the decision to end
"our long and fruitful partnership" had been difficult.
With more than 40 per cent of the UK market, Gordon's is the country's
best-known gin brand and has a marketing budget that outstrips all of
its rivals. However, it is under pressure from supermarkets' own-label
gins.
For BBH, the assignment reinforces its relationship with UDV, for whom
it already handles Johnnie Walker whisky.
For some time, UDV has been attempting to strike a delicate balance in
its advertising, which aims to recruit drinkers aged between 25 and 34 -
who typically favour wine or beer - without alienating its core market
of middle-aged drinkers.
Last year, younger drinkers were the target of a TV and cinema campaign
featuring a denim-clad pool player and the line: "Gordon's as
experienced by a hustler."
Meanwhile, sponsorship has been used to appeal to wealthier consumers,
aged 45 and over, via support of the National Trust and a series of
gardening events, including sponsorship of a display at the Chelsea
Flower Show.
UDV has been rationalising its agency roster, dropping Lowe Lintas &
Partners, to leave Burnett and J. Walter Thompson as its two global
networks.
JWT handles £127 million worth of worldwide advertising for
Smirnoff, Bailey's, Malibu and Sheridan's.
