Diageo Great Britain launches first Tanqueray® advertising campaign in Great Britain

This July, Diageo Great Britain (GB) will launch the first advertising campaign for its premium gin, Tanqueray®, in the Great Britain Market. Backed by a £500,000 media spend, the print campaign will highlight the intense flavour and smoothness of the gin and aims to further increase consumer awareness of the growing brand.

The campaign, which launches in July, brings to life the intense flavour of Tanqueray by using images from intense moments, such as a ballerina on tip-toes mid-performance, a trumpet player hitting a peak note, and the strain on a deep-sea fishing line. Each advert uses the tagline 'A Taste Of Intensity' and will feature in style press such as Arena and GQ, as well as selected national newspaper supplements.

The campaign was produced by VCCP and is the company's first work for Diageo since its appointment in the middle of 2007. Each image in the ad campaign reflects the colours of the Tanqueray bottle - green, silver and red. This was achieved by shooting the images in black and white and then solarising them and adding the colours via retouching. 'A Taste Of Intensity' was developed by Creative Director Rooney Carruthers and Art Director Gavin McDonald. The photographer was Dan Burn-Forti.

Lara O'Shea, Tanqueray Brand Manager at Diageo GB, said: "Tanqueray uses the finest juniper berries, coriander and angelica root, and is quadruple-distilled, giving it great intensity of flavour and an un-matched smoothness. Tanqueray is also a versatile gin, with crisp cut-through that tastes great in both the classic gin and tonic and in cocktails.

"We wanted the advertising campaign to reflect the intense flavour and smoothness of Tanqueray, whilst reinforcing the premium qualities of the brand. We're really pleased with the results and look forward to increasing consumer awareness of Tanqueray, which is currently the fastest growing premium brand in the on-trade in London."