Tanqueray: Searching for the special color of Seville

Tanqueray, a gin brand, implemented a colourful multi-channel campaign in Spain to drive growth and stand out from the crowd.

Campaign details

Brand: TanquerayAgency: PS21Country: Spain

Objectives

In a completely saturated market, our biggest challenge was to create awareness for the launch of a new gin.

We needed a distinctive approach to the launch, breaking the category codes to create awareness. This way we could build some momentum to position ourselves as the segment leader over our three biggest competitors.

It was also key to build credibility for a British brand to connect with Sevillian and Spanish culture.

From a communications POV, given the restrictions on spirits advertising in Spain, we needed to create the...

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Insights Team
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