As part of our ongoing programme, last Summer we were asked to get occasional gin drinkers to get the Gordon's out more often. Wine and beer are much more popular choices, especially when friends are over.They're easier to serve and more visible because they're kept in the fridge - gin is hidden, forgotten at the back of a dark cupboard. Even when consumers think 'ooh, I fancy a G&T they often don't have all the ingredients to hand to make one - no ice, flat tonic water and a mouldy lemon.

We learned that the one place that people associate with the pleasure of Gordon's is in the garden, with friends. So we created a witty and charming pack that takes gardening as the inspiration - through gardening the Gordon's way is much more relaxing. A set of branded swizzle sticks with a quirky twist (they're shaped like gardening tools), make Gordon's a tallking point and keep it front of mind. Recipes and easy serve tips (to avoid the problem of not having the perfect serve ingredients) use playful gardening vernacluar. A refreshing summery solution.

Vigorous growth in sales for the hardy perennial, Gordon's. A client with a sunny smile. And Gordon's drinkers left delighted and refreshed for just 1.50 euros (the mere price of a bottle of tonic). More than half used the swizzle sticks and showed them to friends. Across Summer, we doubled their Gordon's consumption (versus control) and increased sales by 30%. But we didn't stimulate more drinking overall (we guarded against irresponsible boozing).