The new creative campaign – Resist Simple - launched in the US today and will be rolled to other key markets around the world from September. ‘Resist Simple’ encourages consumers to resist the bland, ordinary and predictable – including drink choices – by taking a stand for the pleasure in the complexity and richness of life.
Shivaun Lucey, global brand director for gins at Diageo, said: “This is a new era for Tanqueray – we are re-launching the brand with a new attitude and a new voice. With this, we believe we can lead the renaissance of the gin category and excite consumers into this category. Tanqueray is Diageo’s global priority brand in gin and we believe ‘Resist Simple’ will drive significant growth for the brand over the next three years.”
Each execution features the re-designed bottle at the heart of the creative. ‘Resist Simple’ taps into a trend identified by Diageo’s recent research which reveals consumers are moving away from lifestyle driven by status-seeking to a more discerning approach to life.
The broadcast campaign includes both 30 and 15 second adverts that will air on TV and online. There will also be two print ad executions which build upon the same layering technique as the television creative. One focuses on a lifestyle theme with the copy “Keep Your Tongue Guessing,” while the other takes a twist on the traditional Tanqueray & Tonic cocktail with the copy “T&T: A Many Splendored Thing And Tonic.”
‘Resist Simple’ has been developed by a multi-agency team comprising Wieden + Kennedy who created the concept and creative: Motion Theory for construction of the TV campaign, Marcel Christ for still life “styling” of the Tanqueray bottle, botanicals and drinks; Hugo Guinness and Florence Malik for illustrations and Azim Haidaryan for photography. The campaign will also be supported by Wieden + Kennedy for digital communications.