Tanqueray: Mixing passion and dedication - It's what you put in!

Tanqueray, a brand of gin, created a mobile campaign in Spain to relaunch and generate brand awareness to meet competitors.

Campaign details

Brand: TanquerayLead agency: YDigital MediaRegion: EMEA

Objectives

Tanqueray was losing market share from its main competitors (Seagram and Beefeater) so it needed to make an image lift to revert this tendency and generate brand awareness to conquer market share over the competitors. This campaign was the "relaunch" of Tanqueray Gin.

The main challenge was to recover market share, so it was important to reach and engage gin consumers with the Tanqueray brand, closer to the decision moment of what to drink, so they could opt for a Tanqueray Gin instead of any other...

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