Diageo launches £15m Tanqueray campaign

19 July, 2011

Diageo has launched a £15m global campaign for its Tanqueray gin brand.

‘Tonight We Tanqueray’ includes a series of events and ‘digital activities’ with four celebrity ‘influencers’ - Aloe Blacc (pictured), Idris Elba, Michael Pitt and Karen Elson. The celebrities will feature in TV and print campaigns as well as appear at music, film and fashion events. Markets include US, UK, Spain and Greece. The £15m budget refers to UK, US and Spain.

Global marketing director for gins at Diageo, Simon Breckon said: “This is an exciting time for the Tanqueray brand. We have cultivated a campaign that we truly believe brings Tanqueray’s brand values to life whilst also remaining true to the premium qualities of the gin. It would seem that the number four is the common denominator in everything we do with Tanqueray - London Dry is made in the number four still, four botanicals give Tanqueray the perfect balance four components come together in our signature serve, the Quatro and we now have the perfect four ambassadors for the brand. We are excited to see the reaction to this campaign.”

The launch of the campaign focused around Aloe Blacc’s new single Tonight Downtown and Diageo said in its launch material that it wants to ‘own the first drink of the night space’.

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