TMW has been honoured as a global winner at Diageo’s Marketing Brilliance Awards. TMW won in ‘Category Development - On Trade’ for the Gordon’s Elderflower campaign. Now in its fourth year, the Marketing Brilliance Awards celebrate the outstanding work created and executed by the marketing agencies Diageo works with across its global network.
This year’s winning work was as diverse as it was exciting, from truly engaging responsible drinking campaigns to awe inspiring voyages across the oceans. Each of these ‘gold standard’ campaigns helped Diageo connect with consumers in increasingly innovative ways, providing stimulating content across a wide variety of media channels.
To distinguish Gordon’s Gin from the influx of new entrants into the gin category, TMW helped Diageo reinvent the classic G&T by creating a standout serve that would be more relevant to a younger consumer base. Entitled ‘Great British Flavours’, the campaign sought to combine distinctly British flavours with Gordon’s Gin, giving birth to the new Elderflower G&T.
Chris Pearce, managing director, TMW commented: ‘There’s no doubt that Gordon’s is an iconic gin brand in the UK but with new brands emerging it was essential for Gordon’s to stand out from the crowd. With the creation of a new serve, the Elderflower G&T, our aim was to reflect the brand’s heritage but in a modern and relevant way. The campaign has been a huge success and we’re delighted to have been recognised by Diageo with a global award.’
Andy Fennell, chief marketing officer, Diageo, commented, ‘Congratulations to all of our Marketing Brilliance Award winners. I want to thank the agency teams for pushing hard to deliver brilliant work. The quality of the winning submissions shows that we have raised the bar, both in terms of core creative ideas and in particular with standards of execution. I hope to see more and more of our campaigns, people and agencies shooting for a ten as we aim for faster growth.’
Published on: 11:18AM on 28th February 2013