New Gordon’s Spritz Edition takes centre stage with ASMR style campaign created by electronic duo ROYA
Gordon’s, the world’s No.1 international gin, is today unveiling its latest marketing campaign ‘Make It Pop’ across BVOD, SVOD, OOH and digital channels to support the launch of Gordon’s Spritz Edition – a new alcoholic drink made with Gin, elderflower, lime and other natural flavourings.
Available in two vibrant flavours – Strawberry & Passionfruit and Lime & Elderflower – Gordon’s Spritz Edition transforms a glass of bubbles into a delicious spritz, reimagining how Gordon’s can be enjoyed.
The new creative centres on the distinctive sounds that are made when you make a Gordon’s Spritz, with the audio becoming the heartbeat of the campaign across the 20-second film. The bespoke soundtrack, created by electronic duo ROYA, uses only samples like the pop of a cork, fizz of the drink and crack of a bottle opening to create the dynamic beat.
A glass tap begins the beat before the cork bursts open, with quick, stylised shots following the spritz hitting the prosecco – fizz, pour, jigger, garnish – each movement adding to the upbeat soundtrack all whilst the green and teal visuals bring the new flavour to life. Behind the scenes footage from the creation of the music for the soundtrack is also going live on ROYA socials today – @ohmyroya.
With a colour palette inspired by the two flavours, the campaign’s distinctive bubble shapes and vibrant visual elements are carried through from the AV into the digital and out-of-home executions to bring the ‘Make It Pop’ concept to life across multiple channels.
Supporting the broader campaign is new work from creator and long-term brand partner, Maya Jama. Dressed head to toe in red or green to embody the two new flavours, Maya introduces Gordon’s Spritz Edition to fans and explains how to get the perfect spritz every time with a simple two-step serve – @mayajama.
Tayara Sousa Linke, Global Head of Marketing at Gordon’s, said:
“The increasing popularity of spritz cocktails has led to more people wanting to experiment with their prosecco which is why we made Gordon’s Spritz Edition a simple two step ritual – making it easy to elevate everyday celebrations. The upbeat, energetic vibe of the campaign embodies our promise of quality, flavour and simplicity to create a vibrant and fun experience perfect for any get together.”
The latest innovation builds on Gordon’s 250-year heritage of mastering quality while adapting to contemporary drinking occasions. To unlock a fun and effortlessly simple serve in just two steps, pour two parts prosecco (100ml) into a flute glass with one part Gordon’s Spritz Edition (50ml) to create the perfect serve.
Toby Allen, Chief Creative Officer at Anomaly, added:
“With ‘Make It Pop’ we wanted to create a campaign that was as vibrant and energetic as the product itself, using the distinctive sounds of the serve to capture the promise that comes from a cork popping, building a rhythm that draws people in. It’s a celebration of the simple joy that comes from those spontaneous moments when friends come together.”
Gordon’s Spritz Edition has an ABV of 14.7% and a recommended resale price of £14 for a 500ml bottle. Launched in Morrison’s from September 24th, Gordon’s Spritz Edition is rolling out to Amazon, Ocado, Tesco, Sainsbury’s and Asda over the coming weeks. Gordon’s Spritz Edition will become available in the on-trade across Great Britain from next year with ambitions of a global roll out to follow.
Source: Anomaly
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