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Creativity Creative Works Tanqueray

Tanqueray campaign shifts focus to the taste of its gin to stand out in competitive market


By Imogen Watson | Senior reporter

November 19, 2018 | 2 min read

Tanqueray has unveiled a multi-million global campaign titled 'Unmistakably Tanqueray' which aims to bring attention back to taste and the flavour of its gins.

The gin producer has placed taste at the focal point of the campaign to communicate that the flavour of the gin is so distinctive, you don't need to see the iconic green bottle to know you're drinking it.

To demonstrate that the taste of the gin is 'Unmistakenly Tanqueray' the campaign artwork features blindfolded models partaking in a glamorous blind tasting.

The models' eyes are shrouded by a silky Tanqueray-green blindfold, which keeps the Tanqueray gin and tonic from view, leaving them alone with their taste buds to recognise the historic gin.

Created by ad agency St Luke's, the campaign will be the showcased on OOH, print and digital around the world.

Global head of Tanqueray, D-J Hageman, said: “As the world of gin continues to grow, it is getting ever more confusing about which one to choose. We want to bring the conversation back to what really matters – taste.

“For nearly 200 years, Tanqueray has always had an unwavering attention to taste and quality over anything else. Back in 1830 our founder, Charles Tanqueray searched the globe for the world’s best ingredients, ultimately choosing juniper, coriander, angelica and liquorice for his iconic perfectly balanced Tanqueray London Dry."

The campaign stems from research conducted at the 2018 World Class Global Bartender of the Year Competition. When put to a blind test, 90% of bartenders who were surveyed at the event choose the Tanqueray London Dry and tonic versus the leading competitor.

Tanqueray Master Distiller, Terry Fraser said, “At Tanqueray we are driven by quality, with only one in ten of all botanicals received at the distillery having the superiority and characteristics to go into Tanqueray.

“It is this attention to detail and the perfect balance of botanicals that really makes our taste unmistakable – trust me once you’ve experienced Tanqueray, you’ll never look at gin the same way again.”

Tanqueray: Unmistakably Tanqueray by St Luke's

By Tanqueray

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