Tanqueray

THE WORLD'S NUMBER ONE GIN & BARTENDER's CHOICE for the perfect T&T

(Client)

Tanqueray

(Year)

2023

(Services)

BTL, Print, POS, Digital, Design

DYNAMIC
POS campaign

To boost Tanqueray Gin's sales during the summer, an integrated shopper campaign targeted millennial males in the UK.

Despite Tanqueray being seen as a premium gin, it wasn't the go-to summer drink, as gin often faces heavy seasonal buying, with whisky and other beverages taking the spotlight. The solution was an "All Access with Tanqueray" promotion, tapping into music culture. The Tesco-exclusive campaign offered shoppers hourly prizes, including a private gig and a trip to a music tour, making Tanqueray more relatable and accessible. This campaign aimed to make Tanqueray the go-to summer drink while creating memorable experiences tied to music.

The assets were designed to immediately engage the brand’s target audience. The campaign used dynamic visuals and layouts to foster an inviting atmosphere, with relatable imagery that strengthened the emotional connection with the audience. The use of vivid, contrasting colors ensured strong visibility across all touchpoints. By moving away from traditional design approaches and incorporating a mix of handwritten and font-based elements, the campaign achieved a fresh, friendly tone that felt less corporate—critical elements in boosting audience engagement and fostering brand loyalty.