THIS WEEK: UD boosts spirits spend

United Distillers is to spend pounds 9.2m advertising its Gordon’s and Bell’s brands on TV this year, upping the budget for both by a third on last year.

United Distillers is to spend pounds 9.2m advertising its Gordon’s and

Bell’s brands on TV this year, upping the budget for both by a third on

last year.

The move reflects a belief at the drinks giant that of the voluntary ban

on spirits TV advertising is helping boost the appeal of the two key UD

brands to younger drinkers. Although print ads on the ‘innervigoration’

theme will continue to run for Gordon’s, the rest of UD’s media spend

for the spirits will focus on TV.

Creative work for both brands will be the same as last year.

‘With TV advertising, we have a level playing field against other

drinks,’ said Andy Neal, consumer marketing director for UD.

‘Spirits drinks find it hard to stay top of mind against beers but now

we will have the same sort of noise.’ He said brands such as Jack

Daniels had proved spirits could have credibility with younger drinkers

and that earlier decline in the whisky market was now flattening out.

The pounds 9.2m spend will be invested slightly in favour of Gordon’s

Gin, and pounds 3.6m will be spent on TV advertising for the two brands

over Christmas. Gordon’s and Bell’s already account for 64% of the total

spend on spirits advertising on TV, and the budget increase will make

them the most visible brands throughout the year. They will also be the

only spirits to be advertised across the full national TV network.

UD has also invested in extensions for both brands, which will help them

compete in the market for single-serve premium packaged drinks.

Ginzing, which contains Gordon’s and herbs, has been launched and Bell’s

is now being served as a bottled mix with Irn-Bru, cola or lemonade.


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