Gordon’s has launched its new campaign, ‘Mix It Up’, the first to feature Gordon’s Pink and Gordon’s Pink 0.0% together.

The campaign is led by an advert running across broadcast video on demand (BVOD) which shows consumers choosing to pace their consumption by switching between the two varieties.

According to the supplier, 36% of drinkers currently pace their consumption with soft drinks, while 49% of alcohol-free occasions also feature alcohol.

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There will also be social media and digital assets featuring TV presenter Maya Jama.

Tayara Sousa Linke, global head of marketing at Gordon’s, said: “When creating this campaign, we wanted to demonstrate that moderation didn’t have to be a binary decision between having something alcoholic or alcohol free. We know that this perceived choice impacts people’s decision to moderate, so, through ‘Mix It Up’, we wanted to highlight that it is possible to seamlessly switch between the two and enjoy the same great taste of Gordon’s Pink whilst moderating with Gordon’s Pink Alcohol Free.”

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