• by David Kaplan , April 12, 2005

Distilled spirits marketer Diageo launched its first U.S. television ads for gin brand Tanqueray on Monday, with the goal of brightening up a brand that has previously been seen as stodgy.

Diageo--aware that gin drinkers skew 65 percent male--hoped to attract more women to the brand, or at the very least, not alienate them. And lastly, perhaps a little conscious of the fervid regulatory atmosphere in Washington, DC, the company reserved 25 percent of its campaign to promote "socially responsible drinking."

"With this creative and media strategy, we're inviting consumers to become reacquainted with Tanqueray, and are looking to introduce a more contemporary and urban consumer to the brand, which may have in the past been seen as somewhat stodgy," said Laura Peet, a Diageo spokeswoman. "All the spots in the campaign have a dry wit, which is somewhat fitting for a gin brand."

Four commercials will begin airing nationally Monday on cable stations after 9:00 on CNN, Comedy Central, USA, E!, The Golf Channel, VH1, and others, Peet said. Early this summer, the ads will be seen in out-of-home venues in fourteen U.S. markets, including New York, Los Angeles, San Francisco, and Boston. The ads also introduce a new character to represent the brand, a suave and approachable Brit named "Tony Sinclair."

"The Tony Sinclair character is someone both men and women would love to have a drink with," Peet said. "Even in the ads promoting responsible drinking, there's a sense of humor and a sense of fun. It's not preachy."

One such ad features a man hovering over a bowl of shrimp. He quickly piles his plate to high and can't handle it. As Tony looks on, disdainfully amused, he also points out the similarity of drinking excessively.

In early July, the out-of-home portion of the campaign will begin, with new Tanqueray ads hitting billboards, bus shelters, kiosks, interactive taxis, and trains. Additionally, for the first time Tanqueray will be a sponsor of the Kentucky Derby, where Tony Sinclair will make his debut. The ads are part of an integrated marketing campaign that includes retail point-of-sale materials, interactive communications and events. The creative was produced by Grey Worldwide with the media handled by sister WPP shop MediaCom.