CAMPAIGNS: Lexis gives G&T a fresh sparkle - Integrated Marketing

Last year Gordon’s launched its Perfect Serve campaign to train bar staff how to serve gin and tonic to counter a decline in Gordon’s share of the drinks market, attributed to the unappetising way it is often served.

Last year Gordon’s launched its Perfect Serve campaign to train bar

staff how to serve gin and tonic to counter a decline in Gordon’s share

of the drinks market, attributed to the unappetising way it is often

served.



A new cinema advertisement, tested in London in May this year, was used

to support the Perfect Serve campaign by illustrating how to make a

Gordon’s and tonic. The ad aimed to make the audience want to get their

hands on a Gordon’s and tonic and encourage them to tell bar staff how

to make the drink properly if it was not served to their

satisfaction.



Gordon’s is keen on integration of above and below-the-line activities

and during a brainstorming session with ad agency Leo Burnett and buying

agency TMD Carat, retained PR agency Lexis came up with the idea of a

juniper-scented cinema ad.



Objectives



To support the London test of the Perfect Serve cinema commercial and

generate media coverage. To reinforce the importance of juniper as an

ingredient in gin and make the audience associate the scent of juniper

with Gordon’s.



Tactics



Lexis approached BOC Gases to develop a juniper scent and planned a

media and trade event with TMD Carat, which advised on the choice of

venue, the Ritzy Cinema in Brixton, and sale promotion agency Carlson,

which supplied point-of-sale material.



Invitations to the launch were printed on a strip of film and sent out

in a circular chrome tin, like those used to store film, containing a

muslin bag of juniper berries. A preview copy of Whoopi Golberg’s film,

The Associate, was used as a further incentive for trade customers to

attend.



The story was sold to the media as the first ever scented cinema

commercial.



A media pack was prepared and interviews were set up with Andy Neal,

United Distillers UK consumer marketing director.



The commercial, with the juniper scent pumped through the air

conditioning system, ran for one week at the Ritzy in May.



Results



The scented ad captured the imagination of the media. BBC Business

Breakfast, Working Lunch, Channel 4’s the Big Breakfast, and Channel 5

News all ran the story. In terms of radio coverage, Radio 5 Live carried

a four-minute story, LBC Drivetime a five-minute interview and Radio 4’s

You and Yours ran a four-minute piece. Altogether, 19 interviews and 15

news items were broadcast on radio.



Although the trial of the commercial was restricted to London, there was

extensive regional coverage including well over 20 local radio stations

from as far away as Newcastle and Somerset. Alice Chan, account director

at Lexis, attributes the coverage to the fact that story went out on PA

and the media’s appetite for stories about advertising and

marketing.



National press coverage included pieces in the Daily Mail, the

Independent, the Sun, the Mirror and the Express. There have also been

more than 15 articles in trade and marketing publications.



Verdict



Mark Johnson, a reporter with BBC Radio 5 Live, attended the launch for

its Wake Up To Money programme. ’The whole idea and the novelty of

’smellyvision’ attracted us to the event.



It was an offbeat story with very strong entertainment value . We

covered it as an interesting marketing technique and treated it as a bit

of fun,’ he said.



The idea achieved a huge amount of media exposure inexpensively,

although it is still to be decided whether the scented ad will be shown

in key towns around the UK.



Client: Gordon’s Gin

PR Team: Lexis PR

Campaign: Scented Gin cinema advertisement

Timescale: April - May 1997

Cost: pounds 3,000



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