Gordon's is the leading gin in the UK. It suffered a serious decline during the '90s. Why? The rise of both wine and own label gin and it is 50% more expensive than own label however consumers don't perceive a taste difference.

Thus the brief was to shift ingrained attitudes towards Gordon's in order to steal sales from own label gin. We needed to:-Persuade gin drinkers that Gordon's is the only gin worth drinking-Encourage them to serve Gordon's to friends, acting as advocates and stealing sales from wine.-And to build loyalty to Gordon's that would be sustainable over time.

We sent Hugh to the rescue. Hugh Williams, master distiller and 'writer' of witty letters accompanying luscious, covetable mailings, persuaded them over time that they should be proud to serve Gordon's and ashamed to buy cheaper copycats … all in a charming manner of course.

Beautifully crafted mailings mixed emotional and rational reasons to choose Gordon's. To make them feel valued we provided low cost but high value gifts. We involved them with Gordon's fortunes and encouraged them to interact. And to encourage sociability and advocacy we provided them with the inspiration to serve friends with Gordon's in impressive new ways.

Our programme of clearly beautifully crafted and demonstrably cost-effective mailings has produced very positive results.We've shifted brand perceptions with no advertising support - steady increases in brand health measures against control over time, e.g. 'truly different', 'worth paying more for' and 'good to enjoy with friends'.

Mailings' response grew as programme developed, demonstrating consumers' positive involvement.

We've shifted loyalty levels … and lots of gin. In an sensible manner, stealing share from the competition, not encouraging heavier drinking. Significant sales and consumption for Gordon’s have been achieved against control.

n.b. Gordon's does not share specific (but positive) ROI results.