In 2010, gin was a category in decline. It was losing out to wine as people’s opening drink and wasn’t seen as contemporary. Rather than pick a fight over quality and battle for the Christmas drinking market, Gordon’s restated the role of gin as the best way to start any evening and established Gordon’s as the definitive brand in the category. The campaign was built around two well-known actors, Philip Glenister and Emilia Fox, cast as themselves, to personify the ‘kick’ and ‘bubbly’ character of a G&T. The campaign delivered sales of £8.42m with a payback of £3.95