This July, Diageo Great Britain (GB) will launch the first advertising campaign for its premium gin, Tanqueray®, in the Great Britain Market. 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, which launches in July, 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 advert 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.
The campaign was produced by VCCP and is the company’s first work for Diageo since its appointment in the middle of 2007. Each image in the ad campaign reflects the colours of the Tanqueray bottle - green, silver and red. This was achieved by shooting the images in black and white and then solarising them and adding the colours via retouching. ‘A Taste Of Intensity’ was developed by Creative Director Rooney Carruthers and Art Director Gavin MacDonald. The photographer was Dan Burn-Forti.
Lara O’Shea, Tanqueray Brand Manager at Diageo GB, said:
“Tanqueray uses the finest juniper berries, coriander and angelica root, and is quadruple-distilled, giving it great intensity of flavour and an un-matched smoothness. Tanqueray is also a versatile gin, with crisp cut-through that tastes great in both the classic gin and tonic and in cocktails.
“We wanted the advertising campaign to reflect the intense flavour and smoothness of Tanqueray, whilst reinforcing the premium qualities of the brand. We’re really pleased with the results and look forward to increasing consumer awareness of Tanqueray, which is currently the fastest growing premium brand in the on-trade in London .”
The advertising campaign will support the recent findings of an independent report of top bartenders from around the world that has confirmed Tanqueray as the best premium gin for a second time , beating other well known gin brands . The research, commissioned by Diageo to assess the latest opinions of brands in the gin category, was conducted independently by Two Minds Research in countries including Australia, Canada, Japan, Denmark, Italy, South Africa, and the UK .
Tanqueray came first in the majority of categories including “best tasting gin”, “best quality gin”, “best gin for cocktails”, “rich juniper flavour”, “the gin seen in the very best bars”, “the gin they would recommend to customers” and “the gin with the most heritage”. Hendricks was voted as “the most unusual gin ”.
Tanqueray is currently experiencing strong performance in the Great Britain off-trade, growing at +25% in the past 12 months, with the gin market currently flat .
Further marketing activity for the brand will include the return of Tanqueray Tables this summer, a series of intimate cocktail evenings in unique al-fresco venues normally off-limits to the public. Hosted by the Tanqueray® brand, together with toptable.co.uk, guests will sample an intensity of flavours through cocktails and canapés in spectacular venues across the UK.
Report findings
30% of bartenders vote Tanqueray “Best Quality Premium Gin”
Tanqueray displayed its quality credentials and confirmed its status as the top gin having already won ‘best gin’, at last year’s San Francisco Spirit awards. Bartenders in most countries surveyed voted Tanqueray as ‘the best quality gin’.
42% of bartenders say Tanqueray has the number one “Rich juniper flavour” and 27% say it is “The gin with the most heritage.”
The depth of flavour and intense taste of Tanqueray was also recognised by bartenders. Out of the juniper crop presented to the Tanqueray master distiller, only the top 10% meets the high standards for distinctive aroma and flavour. The secret recipe for Tanqueray gin has remained the same for over 150 years and is known to only four people.
42% of bartenders surveyed voted Tanqueray as “The gin they would recommend to customers” and 34% of bartenders voted Tanqueray as “The gin seen in the very best bars”
Tanqueray swept the board for the ‘gin barmen would always recommend to customers’ and the ‘gin seen in the very best bars’ – apart from Japan where bartenders said Hendrick’s was seen in the very best bars. Tanqueray gin has always been the gin of choice for style-leaders including allegedly the Rat Pack in the 1950s.
-ENDS-
Notes to editors:
• The Tanqueray word and associated logos are trade marks.
Research Methodology
o Bartenders in top bars globally were contacted via the phone and online between October 2007 and February 2008
o Bartenders were asked to choose their top premium gins based on a number of criteria including:
? Best Quality
? Best Tasting
? Best in Cocktails
? Most Unusual
? Most Heritage
? Recommended to customers
? Richest juniper flavour
? Seen in the best bars
o Research was conducted interviewing a total 100 bartenders around the world – Australia, Canada, Denmark, GB, Greece, Italy, Japan, South Africa.
For more information contact:
Paul Philips, VCCP T: 020 7592 7500 www.vccp.com
or
Kate Gard, Diageo GB Tel: 020 8978 8608
Diageo Great Britain is the sales and marketing division of Diageo in Great Britain. Diageo is the world's leading premium drinks business, owning such brands as SMIRNOFF®, GUINNESS®, GORDON’S ®, BELL’S ® and BAILEYS®. Visit www.diageo.com for more information on the company and brands.
Innovation is pivotal to Diageo Great Britain's growth and we are constantly monitoring the marketplace and talking to both consumers and commercial partners to help identify new opportunities and trends in the drinks industry.
Visit www.drinkaware.co.uk for information and guidance on responsible drinking.
