Global relaunch for Tanqueray

01 July, 2009

A new bottle design for Tanqueray gin will make its first UK appearance from September alongside a global advertising campaign.

Both the bottle and the campaign are being launched in the US market today.

The pack harks back to a classic Tanqueray cocktail shaker-shaped bottle first introduced in 1948.

Shivaun Lucey, global brand director, said: “Our main aim for the redesign was to improve the quality and standout of the bottle by building on the iconic design.

“The new designs and additions have modernised the Tanqueray bottle making it desirable to current consumers, while still remaining true to the brand’s rich heritage.”

The ad campaign, titled Resist Simple, will encourage consumers to shun “the bland, ordinary and predictable” in favour of richness and complexity in their lives.

Lucey said: “With this, we believe we can lead the renaissance of the gin category and excite consumers into this category.

“Tanqueray is Diageo’s global priority brand in gin and we believe Resist Simple will drive significant growth for the brand over the next three years.”

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