Instead of focusing on image or gimmicks, Tanqueray gin has released a new multi-million global campaign simply known as 'Unmistakably Tanqueray'. Featuring blindfolded models, the ad campaign encourages consumers to forget about any gimmicks regarding the spirit and concentrate purely on flavor. According to Tanqueray, the brand's gin is "so distinctive and perfectly crafted" that drinkers don't even need to see the iconic green bottle to recognize the flavor.
The 'Unmistakably Tanqueray' ads will feature on out-of-home, print and digital advertising, as well as integration with the hashtag #UnmistakablyTanqueray. The concept for this new ad campaign came from research conducted at the 2018 World Class Glocal Bartender of the Year Competition in which 90% of bartenders surveyed choose Tanqueray London Dry and tonic versus the leading competitor.
Flavor-Focused Spirit Ads
'Unmistakably Tanqueray' Plays off the Iconic Flavor of this Brand's Gin
Trend Themes
1. Flavor-focused Ads - Opportunity for brands to shift focus from image and gimmicks to highlight the distinctive flavor of their products.
2. Blindfolded Models - Incorporating blindfolded models in advertising campaigns to symbolize the importance of taste and sensory experience.
3. Iconic Bottle Recognition - Brands can explore leveraging their recognizable product packaging as a symbol of quality and taste.
Industry Implications
1. Alcohol Industry - Alcohol brands can differentiate themselves by emphasizing the distinctive flavor profiles of their products in advertising campaigns.
2. Advertising Industry - Opportunity for advertising agencies to develop creative concepts that highlight the sensory experience of products, moving away from traditional image-based campaigns.
3. Bartending Industry - Bartenders can explore the use of recognized spirit brands to enhance their cocktail offerings and provide customers with a unique tasting experience.