Diageo

Ila Byrne - Gin & Whiskey Planner
Montserrat De Rojas - Global Mktg. Manager, Gins
Peter Fairbrother - Global Brand Director
Inge Konings - Brand Manager
Matt Pechman - Director, Gin

Mother NY *Lead Agency

Lush Life

Carat

MKTG

Tanqueray was sitting on back-bars on its way to becoming invisible. It had failed to put its finger on the cultural pulse, fluctuating between being retro and trendy and trying to steal share from vodka. With Tonight We Tanqueray, we a created not just an ad campaign but also an occasion, voice, and world that helped assert category leadership. Tonight We Tanqueray reversed years of decline with 7% sales growth and 12% volume growth. It gave the brand momentum and relevance with consumers and the toughest critics of all, bartenders.