Tanqueray No. TEN: Letting the liquid shine

This case study describes how Diageo redefined the positioning and redesigned the primary packaging to grow the Tanqueray No.

Tanqueray No. TEN: Letting the liquid shine

Campaign details

Category name:BeveragesAgency:Design BridgeAdvertiser:Diageo

Executive summary

“Tanqueray No. TEN’s performance since its re-design is stunning. Not only are we selling more, but the pack reinvigorated the whole Tanqueray trademark, and amongst customers and consumers. The design is a beautiful expression of our brand positioning, and is a great example of the power of design to drive growth.”

Charlie downing, global marketing manager (GIN) diageo

Even with the revival of interest in gin, driven by the explosion of premium artisanal brands the global gin category performance is largely...

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