St Luke’s are immensely proud to announce to global launch of our brand new positioning for Tanqueray Gin: ‘Unmistakably Tanqueray’, which celebrates the defining and distinctive taste of a 180-year-old recipe.
The idea was born out of the need to disrupt the category and reaffirm Tanqueray’s quality to a growing audience, in a booming but overcrowded world of gin. And while the brand has a number of proof points, such as provenance, ingredients and accolades, our research kept bringing us back to one quality as the gin’s defining source of authority: taste.
‘Unmistakably Tanqueray’ puts taste at the core of the brand. It simply and stylishly conveys the key message that the flavour of the gin is so distinctive, you don’t need to see the iconic green bottle to know you’re drinking it.
The message itself is supported by a distinctive key brand asset in the form of the mysterious and glamorous green silk blindfold. Casting an elegant veil between the drinker and the gin, leaving them alone with their taste buds to recognise that it’s Tanqueray. The idea for this came from the brand’s unrivalled credentials in blind taste tests.
We worked with the world-class photographer Vincent Peters to capture the model shots. What started as two key visuals, of a male and female for the London Dry variant, soon developed into multiple models posing in different locations for the three core Tanqueray variants – London Dry, Flor de Sevilla and No. Ten. A hyper stylised look and feel and the elegant blindfold remained the consistent threads across all executions.
In addition to the model shots we produced a range of product key visuals with the green blindfold on the surface alongside the bottle and serve to tell the same ‘taste test’ story. We also created a number of digital assets and AV elements for both the model and product shots to provide a rich portfolio of assets for all media sites.
Unmistakably Tanqueray launched on the 19th November in print, OOH, digital and social across Europe. It will roll out across Diageo’s global markets in 2019. The campaign has already earned extensive coverage in consumer and trade press from The Drum to Talking Retail to GQ India.