tANQUERAY: “THIS IS GIN”
BRAND PLATFORM & INTEGRATED CAMPAIGN
REIGNITING INTEREST IN GIN IN THE UNITED STATES
Tanqueray is the world’s biggest Gin brand - an icon since 1830. While the rest of the world enjoyed the ‘ginnaissance’, Americans associated Gin with older ‘country club’ drinkers and the holidays rather than a refreshing summer gin and tonic.
The Challenge
The brand’s heritage and simplicity became assets. Using the brand’s leadership of the category to ‘tell it like it is’ about Tanqueeary, and therefore unlock the truth of Gin. It’s a surprisingly simple drink to serve and to drink.
The strategy
‘This Is Gin’ was built around a serve strategy and occasion-based moments that demonstrated Gin’s versatility. A direct graphic language, no-nonsense tone of voice, and elevated fashion cues add swagger to communicate how ‘Gin Is In.’ TV spots drove awareness around serve, while digital, OOH, and digital media drove RTBs around taste and versatility, allowing Tanqueray to address any consumer barrier.
The Idea & Execution:
This Is Gin drove 2.3% overall case growth. Lifted purchase intent by 28% and powered a larger cultural shift in the category. Positive brand perception increased by 27%.
The Result:
