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Tanqueray urges consumers to ‘Live Magnificently’
The first global brand campaign since 2018 encourages audiences to elevate the everyday to drive joy.
Josie Shand
CreativebriefTanqueray’s new campaign invites consumers to ‘Live Magnificently’ by actively choosing to make the ‘right now’ as special as it can be.
The work, created by Anomaly London, delivers a rallying cry for living in the moment, encouraging people to elevate their everyday lives.
The ‘Let’s Live Magnificently’ campaign is the brand’s first global campaign since 2018. It includes a series of 10, 20 and 30 second TV and digital executions. Whether it be rooftop drinks with friends, an aperitif before dinner or sunset drinks on the beach, the campaign captures the joy in seizing the everyday moment and making it as special as can be.
In the 30-second TV spot, viewers see a group of colourfully dressed friends, laughing and joking around with each other while enjoying a drink.
Fiona Jane Burgess, directed the TV and Digital ads whilst photographer Chloe Hardwick shot the out of home images.
“We’re really excited to bring to life our brand purpose through the Let’s Live Magnificently campaign. At the heart of the campaign is a simple idea that we all have the choice to turn any moment into something special with just a bit of inspiration and imagination; as we believe life is best served magnificently over a Tanqueray and Tonic.” explains Nitesh Chhapru, Global Brand Director of Tanqueray.
Joe Corcoran, Executive Creative Director at Anomaly London, added: “With the first global Tanqueray campaign in 4 years, we wanted to re-establish the brand’s iconic status in Gin. The campaign focuses on the mindset to not live life by half. To not choose one tasting note when you can have many. To treat the everyday with lusciousness. To not settle for the ordinary, but to demand the extraordinary."
Tanqueray Gin launched in 1830 and was voted Bartender’s Choice and was named the best-selling gin in the Drinks International Brand Report 2023.
The campaign will run across Great Britain, Northern and Southern Europe, North America, Australia and Brazil over the coming months.
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