Blog: Diageo and Gordon Ramsay - gin it to win it
Olly Wehring | 7 September 2007
“(I’m) very proud and very confident,” says celebrity chef Gordon Ramsay, as he stands to speak about his namesake deal with Diageo’s Gordon’s gin. "The synergy is phenomenal, clearly."
A modest man in jeans and grey jumper, he speaks quickly, almost with hurried flippancy and turns to one of his mugshot advertisements glaring back at him from the wall and shrugs.
“I recently got described in these pictures as having a face that looked like the map of Wales, which I think is accurate,” he adds, laughing. But then he’s back on it, serious, cut-to-the chase, no time for descriptive rubbish, it's simply good, or it's not. Much like the message hammered home by Diageo's current marketing campaign. Ramsay doesn't have time for anything that isn't. That much is noted.
“The whole campaign is a serious message, I am 150% committed. I don’t carry passengers, as you well know,” he smirks.
“The secret for me is the level of simplicity. For me, the ingredients are paramount. No one wants anything fancy in a pub. People want things to be traditional." Gordon's and tonic is "a passport for consistency", he adds.
Is this an insight that could help the drinks industry prosper in these smoking ban, weather-beaten times?
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