Tanqueray Gin rejects ‘gimmicks’ in new campaign

Diageo-owned Tanqueray Gin is aiming to shift consumers’ attention from “gimmicks” to flavour with its new multi-million-pound campaign: Unmistakably Tanqueray.

Unmistakably Tanqueray is focused on gin’s flavour rather than “gimmicks”

The campaign has been rolled out globally this month (November) and carries the statement that Tanqueray’s flavour is “so distinctive and perfectly crafted” that consumers don’t need to see the green bottle to know they are drinking the brand.

Created in partnership with creative agency St Luke’s Communications, the artwork for Unmistakably Tanqueray features blindfolded models holding a Tanquery and tonic. It will feature on out-of-home, print and digital advertising around the globe.

Consumers can follow and join in with the campaign on social media using the hashtag #UnmistakablyTanqueray.

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

“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.

“To this day, we still use these same four botanicals when making Tanqueray London Dry and we also use them at the heart of all our variants – it is these core botanicals that make all of our gins so distinctive and full of flavour.”

In May this year, Diageo unveiled Tanqueray Lovage – a variant made with garden herb lovage and inspired by a historical recipe from the brand’s founder.

It followed the creation of Tanqueray Flor de Sevilla in April, made with oranges from Seville in southern Spain.