Magazine article Marketing

Gordon's Adds Edge to PPS Portfolio

Magazine article Marketing

Gordon's Adds Edge to PPS Portfolio

Article excerpt

Guinness UDV is preparing to consolidate its hold on the competitive pre-packaged spirit (PPS) market with the launch of Gordon's Edge, the first extension of its Gordon's gin brand.

Edge will be available in two varieties - sharp lime and crisp lemon, packaged in green and clear glass respectively. The neck labels will carry the scripted Gordon's logo in full, while the main label uses a section of the 'G' of the logo above the word Edge. Packaging design is by Futurebrand.

Last month Guinness announced it had allocated [pounds sterling]15m to marketing the Gordon's brand this year, a fivefold leap on recent years.

Much of this spend is expected to be poured into the relaunch of the Gordon's gin brand, including its return to TV advertising. However, it is also expected that a large slice will be devoted to the launch of Edge, with advertising to be handled by Gordon's creative agency Bartle Bogle Hegarty and media planning and buying by Carat. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.