CLIENT
Diageo
Dana Yerid, Senior Brand Mgr.
AGENCY
Tim Mellors, President & Chief Creative Officer
Glenn Porter, VP - Creative Dir.
Conor Sheridan, VP - Copywriter
Fred Liedtke, VP - Art Dir.
Christine Parrino, EVP - Account Management
Brett Banker, VP - Account Management
Paul Taylor, VP - Planner
Aaron Royer, SVP - Producer
Tyler DeAngelo, Producer
Jared Schlemovitz, Music Producer
SUMMARY
In a white spirit category that was being dominated by the trendyvodkas, Tanqueray leveraged the recent successes of the Ready to Tanqueray/Tony Sinclair campaign to accelerate well beyond the competition during the cluttered holiday season. Utilizing mass and progressive media channels, the brand successfully positioned Tony Sinclair and Tanqueray as ambassadors of holiday cheer. The results speak for themselves, as brand affinity climbed to new heights and Tanqueray outpaced the entire gin category after the holiday campaign launch.
