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Diageo launches first Tanqueray gin ad campaign

Published:  23 July, 2008

Diageo Great Britain (GB) will launch the first advertising campaign for its premium gin, Tanqueray, in the Great Britain market next month (July).

Backed by a 500,000 media spend, the print campaign will highlight the "intense flavour and smoothness" of the gin and aims to further increase consumer awareness of the growing brand.

The campaign brings to life the "intense flavour" of Tanqueray by using images from intense moments, such as a ballerina on tip-toes mid-performance, a trumpet player hitting a peak note, and the strain on a deep-sea fishing line.

Each advertisement uses the tagline 'A Taste Of Intensity' and will feature in style press such as Arena and GQ, as well as selected national newspaper supplements.

Tanqueray is currently experiencing strong performance in the Great Britain off-trade, up 25% in the past 12 months, with the gin market currently flat.

This reflects the trend across the spirits category as a whole, of the growth of premium brands as consumers look for experiences to 'treat themselves' and trade-up.

Lara O'Shea, Tanqueray brand manager at Diageo GB, said: "There is a real opportunity for retailers to capitalise on the profit opportunity a premium gin such as Tanqueray can generate.

There are select consumers who are looking for real experiences, something different, and they have very discerning tastes when it comes to their drinks choices.

Tanqueray, with its intense flavour, is the perfect gin option for them."