Gin brand Tanqueray is launching its first global brand campaign in over four years, with the aim to bring its brand purpose “to life”.
Inviting consumers to ‘Live Magnificently’, the campaign encourages people to elevate everyday moments in a series of 10, 20 and 30-second TV and digital ads, created by Anomaly London.
The campaign will also run across outdoor media, showcasing moments from rooftop drinks with friends to sunset drinks on the beach. It rolls out across Great Britain, Northern and Southern Europe, North America, Australia and Brazil over the coming months.
Global brand director Nitesh Chhapru says: “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.”
Acccording to the Drinks List 2023, compiled by NielsenIQ and The Morning Advertiser, Diageo-owned Tanqueray was the third best-selling gin in the on trade in 2022, achieving 141.9% growth in value and a 139.7% increase in sales. The brand was pipped to the top spots by Gordon’s Pink Gin and Gordon’s original flavour.
In Europe, Tanqueray grew its overall organic net sales by 3 per cent in 2022, offsetting a 1 per cent decline in volume, according to Diageo’s most recent financial report.
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