The gin revival was in full swing, yet Tanqueray was losing out to boutique brands and struggled to standout in the premium gin category.
The brand's heritage gave it a point of difference to those with an 'invented' pedigree, positioning it as the enduring choice throughout the 'great ages' of gin.
From London's original gin palaces to the birth of 1930’s 'cocktail hour', glamorous occasions were given a modern-day twist in a series of immersive consumer experiences.
Tanqueray grew by +20% in both volume and value. The campaign gave the brand a voice in the gin revival and put it back on the lips of taste-makers.