Cannes Lions
CRAIK JONES WATSON MITCHELL VOELKEL, London / DIAGEO / 2005
Overview
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Credits
Description
Position the new Gordon’s gin, Gordon’s Distiller’s Cut, as ‘the classic with a twist’. This way, the interest of those who enjoy the classic Gordon’s Original gin is maintained. To dramatise how delightful a twist in a classic can be, however, snippets of well-known literary classics were rewritten and emailed over three consecutive days.
Outcome
38% of consumers read the emails.
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