Gordon’s gin, which owner Diageo says is the world’s best-selling London Dry Gin, is debuting a new brand character – ‘Gordon The Boar’ – in a holiday campaign breaking today (Christmas Eve). Presumably it’s from BBH, Gordon’s agency of record, which lost Diageo’s Johnnie Walker account to Anomaly last week.
A wild boar figures on Gordon’s’ ‘coat of arms’ and you can see why Diageo wants to personalise what’s become rather a commodity brand. New gin distilleries are springing up all over the place offering various exotic herbal recipes, making Gordon’s, which is flavoured by juniper berries, look a little old hat.
It may take a little more than a cool boar to turn back the designer tide.