ISP Art Direction GOLD
EACA PMC GOLD

Gordon's gin is carefully distilled using a secret recipe. The distinctively refreshing taste comes from the finest handpicked juniper berries and a selection of other botanicals. It's the mixing of these ingredients by Gordon's Master distillers (an “art form” in itself) that gives it a superior taste.
Our idea was to sponsor the Turner Prize to position Gordon’s within an artistic arena which also allowed the Tate Modern to open up such a prestigious prize to a broader audience. The activity included a branded bar within the Tate, limited edition POS for style bars and an off trade promotion to drive sales and further leverage the partnership with the Tate city breaks. Sales in major multiples increased by 80% over the first weekend of trading and cemented Gordon’s Gin as the connoisseurs’ choice.

Due to the success of the campaign in the first year Gordon's committed to a second year of sponsorship in the form of an experiential tour. Consumers could sample Gordon's range of gins while commenting on the work of the artists taking part in the Turner Prize 2005. This was the first time in Turner Prize history that the public were able to have their say. The tour was opened by David Lammy, Minister for Culture at the time and Janet Street Porter.