The product is always the hero, with its instantly recognisable green bottle and drops of moisture that scream cool relaxation.
The quality of the mailing reinforces its premium credentials and standout is achieved with a neat CD-sized envelope, a smart branded label and a glossy stapled leaflet. My ego is massaged because I imagine this has been sent only to those sophisticates who would naturally associate 6pm with a G&T.
Confidence in the brand and the product instantly rubs off. Nice little touches include a return address, plus the chance to contact Gordon's if you're not the named recipient but still want to hear from the brand, as if inviting you to join an exclusive club.
Inside is imagery of its sloe gin, turning Gordon's green to purple.
Rather than forcing us to accept this departure from tradition, it gently suggests that we consider it as an addition, not an alternative. Possible objections are tackled one by one - it's the same dry recipe, its not just for Christmas, there are cocktail ideas in the enclosed leaflet and it can be found in supermarkets. There is even a £1 voucher.
And yes, I did go out of my way to check out the gin aisle.
- Direct agency Craik Jones Watson Mitchell Voekel.
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