Passing On The Passion (For a Perfect Gin and Tonic).
The Story

When Diageo came to us for an afternoon and showed the whole agency what a Gordon’s & Tonic should really look and taste like, we were amazed. And somewhat delicate, the following day.

The Story

Their point was well made, however. When served with plenty of ice, quality tonic and, crucially, a slice of lime that has first been rubbed around the rim of a tall, heavy glass, your basic gin & tonic is transformed into a luxurious long drink. So long as you use only Gordon’s, of course.

Our task was to help them deliver this same revelation to baristas, bartenders, pubs and clubs the world over.

A tale well told

So we started with a story. It was about Federico, an Italian farmer who knows more about juniper berries than anyone on earth (juniper being the major component of the secret bundle of ‘botanicals’ that give Gordon’s its subtle but unmistakable flavour).

We then traced the story of the perfect Gordon’s & Tonic through the 19th and 20th centuries, to places as various as India and Florida, where a damn good Gordon’s & Tonic helped discerning drinkers to build an empire, write great literature and even keep malaria at bay.

Stagecraft for salespeople

But who should tell this important story? We thought Diageo’s own regional sales staff would be right for the job. They were experts at serving Gordon’s & Tonic, of course, and were well qualified to deliver a sincere and convincing performance.

So with the help of professional actors, we coached salespeople from all over the world to remember their lines and deliver them with passion. We built a series of portable stage sets they could set up in bars and other establishments and pack up into their cars afterwards.

And, of course, we supported the story with promotions, posters, invitations, souvenir gifts, incentive campaigns and special glasses to be handed out to bartenders and their customers at these much-anticipated storytelling events.

Results you could taste

The outcome? Well, over the course of a few months, bars all over the world began to up their game and serve the perfect Gordon’s & Tonic.

Even local British pubs and clubs, who might once have failed to even keep an ice bucket behind the bar, started wiping the rim of their glasses with lime and serving a memorable G&T with a flourish!

Today, you’d be hard pressed to find an establishment anywhere that doesn’t treat a Gordon’s & Tonic with the respect it deserves.

It’s no exaggeration to suggest that our story had something to do with this happy state of affairs.

Contact Us

We’d love to talk about ideas, events, campaigns or installations that will engage your audiences and deliver value for your sponsorship investments.

Brand in Action
The Foundry Communications Ltd
3 Denmark Street
Goose Green
Altrincham
WA14 2SS
 

How Can Brand
In Action Bring Your
Brand to Life?

If you want to discuss a project or have any questions, please fill in your details below.

Call us:
0161 926 8444

Contact Us

We’d love to talk about ideas, events, campaigns or installations that will engage your audiences and deliver value for your sponsorship investments.

Brand in Action
The Foundry Communications Ltd
3 Denmark Street
Goose Green
Altrincham
WA14 2SS
 

Call us:
0161 926 8444

How Can Brand
In Action Bring Your
Brand to Life?

If you want to discuss a project or have any questions, please fill in your details below.