Tanqueray: #FFAB60 – Searching for the special colour of Seville

Sergio Garcia, Jacobo Pérez

Gin brand Tanqueray implemented a colourful multi-channel campaign in Spain to drive growth and stand out from the crowd.

Campaign details

Brand: TanquerayBrand owner: DiageoLead agency: PS21Contributing agency: CaratMarket: SpainIndustries: Spirits & liquorsMedia channels: Events & experiential, Online video, Outdoor, out-of-home, Product sampling, Radio & audio, Social mediaBudget: Up to 500k

Executive summary

Spain is one of Europe's most competitive gin markets, with category growth driven mainly by local premium brands. For years, it has been a very dynamic market, growing year on year for most of the past decade.

But for gin brand Tanqueray the situation was quite different, as it had struggled...

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