• March 22, 2007

Diageo is out with its Tanqueray Rangpur Gin, distilled with Rangpur limes, and is promoting the line nationally on broadcast TV, out-of-home and digital advertising.

New this time around is a dedicated Web site, GlobeProbe.com, that features the brand's ambassador, Tony Sinclair, on an adventure in Southwest Asia as he and a cast of oddball characters search for the Rangpur lime, which resembles a tangerine in color, shape and size but imparts a mild, juicy zest.

"Our consumers are early adopters of media that extend well beyond traditional channels of print and broadcast," says Jennifer Van Ness, vice president/marketing, gins, Diageo, in a statement. "The flexibility of digital media provides numerous opportunities to communicate with our consumers on their own terms."