Gordon’s Premium Pink launches ‘Mix It Up’ moderation campaign

Gordon’s has unveiled a new television campaign to promote moderation by encouraging consumers to switch between Gordon’s Pink and Gordon’s Pink 0.0% during the same occasion.

The ‘Mix It Up’ ad shows consumers choosing to pace their consumption by switching between Gordon’s Pink and Gordon’s Pink 0.0%, and has been created to empower consumers to moderate their consumption in a way that works for them.

With 36% of drinkers currently pacing their consumption with soft drinks and 49% of alcohol-free occasions also featuring alcohol, the campaign offers those looking to moderate an option that doesn’t compromise on taste.

In addition to the new TVC, a suite of assets have been created to bring the campaign to life across social and digital channels. Whilst in the same universe as the commercial, the social content hero’s Gordon’s long-term partner Maya Jama who brings to life how she chooses to mix it up for followers.

Tayara Sousa Linke global head of marketing at Gordon’s said: “When creating this campaign, we wanted to demonstrate that moderation didn’t have to be a binary decision between having something alcoholic or alcohol free. We know that this perceived choice impacts people’s decision to moderate, so, through Mix It Up, we wanted to highlight that it is possible to seamlessly switch between the two and enjoy the same great taste of Gordon’s Pink whilst moderating with Gordon’s Pink Alcohol Free.”