Tell loyal Gordon's drinkers the bottle they know and love is changing. Charm them so they don't mind-and get them to tell us about their habits.

Use over-the-top spoof bottle designs to 'shock' Gordon's drinkers - once revealed, the real redesign then looks like the sensible thing to do.

The joke is set up on the cover:• It says 'Gordon's is changing', a truly frightening prospect for loyalists and• the cover is pink ... and everybody knows Gordon's colour is green.The idea is followed through with wry comments from 'Hugh', a character with whom recipients already have a relationship. And responders are invited to say what they think of the new design, too.

A staggering 53% responded to our questionnaire. Many took up the invitation to say what they thought of the new bottle, and entered into the spirit. The general consensus was that 'The new bottle's great - but it's the contents that matter.'