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."
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