Case Study – Gordon’s The Brief Insight Idea: ‘The Friday’ Connections Contact ‘Off Trade’ drinking of gin, compared to ‘On Trade’ is comparatively low. The brief was to increase the propensity of gin drinkers to go home on a Friday night and enjoy the ceremony of making a gin and tonic, seeing this as the start of the weekend 48% of those who saw The Friday said that it made them more likely to drink Gordon’s and, while the campaign was running, off-trade sales of Gordon’s improved by 19% • 102,239 Unique Users • 313,329 total page views • 44,527 competition entries (over 8 competitions) • Average dwell time - 85 seconds “It makes sense ...it makes Gordon’s look more up market and sub- consciously gets you in the mood for a G&T’ Female, Glasgow MEDIA FIRST A fr

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