Tanqueray unveils global campaignBy Alice Brooker
Diageo-owned gin brand Tanqueray has launched global campaign Let’s Live Magnificently, encouraging consumers to seize the day.
In its first global brand campaign since 2018, the gin brand is releasing a series of 10, 20 and 30-second TV and digital ads this month (February), urging drinkers to ‘make the moment, right now, as special as it can be’.
Nitesh Chhapru, global brand director of Tanqueray, said: “We’re really excited to bring to life our brand purpose through the Let’s Live Magnificently campaign.
“At the heart of the campaign is a simple idea that we all have the choice to turn any moment into something special with just a bit of inspiration and imagination; as we believe life is best served magnificently over a Tanqueray and tonic.”
The Let’s Live Magnificently campaign aims to capture the ‘joy in seizing the everyday moment’ and making it as special as can be, with shots of rooftop drinks with friends, an apéritif before dinner or sunset drinks on the beach.
Fiona Jane Burgess directed the TV and digital spots, while photographer Chloe Hardwick captured the out-of-home advertising visuals.
The gin brand previously released its multi-million-pound Unmistakably Tanqueray global campaign in 2018 to shift consumers’ attention from ‘gimmicks’ to flavour.
Joe Corcoran, executive creative director, Anomaly London, said: “With the first global Tanqueray campaign in four years, we wanted to re-establish the brand’s iconic status in gin.
“The campaign focuses on the mindset to not live life by half. To not choose one tasting note when you can have many. To treat the everyday with a lusciousness. To not settle for the ordinary, but to demand the extraordinary.”
The campaign will be rolled out across Great Britain, Northern and Southern Europe, North America, Australia and Brazil.
In October last year, Tanqueray No. Ten Gin and actor Stanley Tucci teamed up to create a new ad, called Make It A Martini Night.