Tanqueray Gin brings out the blindfolds in new campaign

Diageo-owned gin brand Tanqueray has launched a new global marketing campaign featuring blindfolded models, encouraging consumers to “forget about the gimmicks” and concentrate on flavour.

The new campaign, called Unmistakably Tanqueray, has been rolled out across the world this month with the message that the brand’s gin is “so distinctive and perfectly crafted” that consumers don’t need to see the green bottle to know they are drinking it.

The initiative was created in partnership with creative agency St Luke’s Communications and features blindfolded models holding a Tanqueray gin and tonic.

The campaign will feature on out-of-home, print and digital advertising across the world, using the hashtag #UnmistakablyTanqueray.

Global head of Tanqueray, D-J Hageman, said: “As the world of gin continues to grow, it is getting ever more confusing about which one to choose. We want to bring the conversation back to what really matters – taste.

“For nearly 200 years, Tanqueray has always had an unwavering attention to taste and quality over anything else. Back in 1830 our founder, Charles Tanqueray, searched the globe for the world’s best ingredients, ultimately choosing juniper, coriander, angelica and liquorice for his iconic perfectly balanced Tanqueray London Dry.

“To this day we still use these same four botanicals when making Tanqueray London Dry and we also use them at the heart of all of our variants – it is these core botanicals that make all of our gins so distinctive and full of flavour”.

Master distiller Terry Fraser added: “At Tanqueray we are driven by quality, with only one in ten of all botanicals received at the distillery having the superiority and characteristics to go into Tanqueray.

“It is this attention to detail and the perfect balance of botanicals that really makes out taste unmistakable – trust me once you’ve experienced Tanqueray, you’ll never look at gin the same way again”.

Tanqueray has launched a couple of new variants this month including the limited edition Tanqueray Lovage in May and orange-flavoured Tanqueray Flor de Sevilla in April. 

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