Gordon’s has launched a TV ad featuring new character ‘Gordon the Boar’ as part of a marketing spend of more than £2m.

The ad, which premiered on Christmas Eve on ITV1, is supported by a digital campaign, including a four-minute YouTube film about Gordon’s Gin’s heritage, and Twitter activity.

Louise McKerrow, marketing director for Gordon’s Western Europe, said the company is hoping to turn Gordon the Boar into a favourite character and cement the gin’s place in modern British culture.

“We expect 2015 to be an incredibly exciting year for Gordon’s, with lots more news on the brand to come,” she added.