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
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.