GORDON'S EDGE

THE BRIEF:
Gordon's Gin launched their new alcoholic mix: Gordon's Gin cut with lemon or lime. Comment was approached by face-to-face agency LIMExperience to create a Direct Theatre application that expressed the stylish, adult nature of the product, to be performed at the Edinburgh Festival, and Birmingham Artsfest, where the product was being launched and sampled from a purpose-built bar.

THE SOLUTION:
Comment created a stylish troupe of eight dancers, dressed in branded unitards in the Gordon's Edge colours of green and yellow. The dancers wore striking make-up and coloured contact lenses. They performed "Formation Art" movement and dance routines, using bottles of Gordon's Edge as props. This activity took place around the Gordon's Edge bar, and in bars and venues throughout the cities. In Birmingham, we also created a bogus television crew, with a presenter, who moved around the Gordon's Edge bar and the city centre, "filming" and conducting "interviews" about the product, the bar, and the dancers.

THE RESULT:
Research showed that there was a very high level of recall of Gordon's Edge as a result of all the activities surrounding it at both Edinburgh and the Artsfest.
Nearly 80% of those polled said that the brand activity was different from any other.