The brand activation project for Gordon’s aims to generate an immediate ‘feeling’ between brand and target and help to position the English gin at pre-supper aperitif time, rather than later at night which is the more traditional time for drinking it. The dynamics involve free samples as a nice welcome for clients entering the premises, followed by a special gift whenever a Gordon’s&Tonic is bought in the course of the same evening. A total of 44 activation events organised, over 6,000 samplings served and around 1,400 cocktails bought, with a 23% conversion rate.