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International / Airports / Beverage
Tanqueray gets a makeover
By Doug Newhouse, 18 November 2009
Diageo GTME has announced that it is launching its redesigned Tanqueray London Dry gin bottle in a new, taller and more tapered design which it believes will enhance the presentation of what it refers to as 'one of the world's finest gins'.
The company said proudly: "Charles Tanqueray first distilled Tanqueray Gin in 1830, in London, and the new expression of Tanqueray resonates strongly with his life and the brand's rich history. The design of the new bottle was inspired by guidance found in a letter from the London design agency Sedley Place, written in 1948, with a suggestion that 'an attractive bottle might be made following the design of the Cocktail Shaker'.
"A simpler adaptation of the design was subsequently used at the time, but the new adaptation maintains Tanqueray's immediately recognisable curved shoulder lines, while adding a distinctly 21st century edge."
The company says that the new, taller and more tapered design evolves the bottle from its simpler 'fire hydrant' shape to a more elegant, strong-shouldered design that more overtly evokes the silhouette of the 1948 cocktail shaker suggestion.
It also displays further cues from the brand's rich heritage, such as the company's signature, Charles Tanqueray & Co., on the label and the Tanqueray family crest embossed on the glass. Also, the Tanqueray 'T-seal' has been enhanced to deliver a greater resemblance to an actual wax seal and the bottle's labels have been transformed to give a more contemporary look, including a satin finish silver print.
SIGNIFICANT GROWTH POTENTIAL
Diageo says it is confident that the gin category offers significant growth potential and the re-designed bottle is a lead aspect of a global campaign supporting the Tanqueray brand.
This includes support from a global creative campaign, 'Resist Simple', which encourages consumers to resist the mundane and reach instead for richer, more fulfilling choices in life - including the drinks they choose. The campaign is particularly targeted at the 30+ profile seeking a more sophisticated drink experience.
Caroline Lyons, Diageo GTME Marketing Manager (White Spirits, Liqueurs and Rums) said: "Tanqueray has a wonderful heritage behind it and the new design of the bottle is a major chapter in a remarkable brand story that has now endured across three centuries. The new bottle does greater justice to a complex, fascinating and award-winning gin and imbues the brand with added sophistication and standout.
"The updated design is elegant and stylish and it is wonderful to see the design vision from 1948 echoed over sixty years later in a more contemporary presentation of the brand.
"However, our focus on Tanqueray is about much more than the bottle's design. The new look also reflects a new attitude and a stronger voice that we believe can excite the shopper and drive new interest in the gin category. Travel retail is one of the top three global markets for Tanqueray and we are confident that this enhancement of the Tanqueray brand and the supporting campaign will help strongly in driving its presence in the market."
By Doug Newhouse, 18 November 2009
Diageo GTME has announced that it is launching its redesigned Tanqueray London Dry gin bottle in a new, taller and more tapered design which it believes will enhance the presentation of what it refers to as 'one of the world's finest gins'.
The company said proudly: "Charles Tanqueray first distilled Tanqueray Gin in 1830, in London, and the new expression of Tanqueray resonates strongly with his life and the brand's rich history. The design of the new bottle was inspired by guidance found in a letter from the London design agency Sedley Place, written in 1948, with a suggestion that 'an attractive bottle might be made following the design of the Cocktail Shaker'.
"A simpler adaptation of the design was subsequently used at the time, but the new adaptation maintains Tanqueray's immediately recognisable curved shoulder lines, while adding a distinctly 21st century edge."
The company says that the new, taller and more tapered design evolves the bottle from its simpler 'fire hydrant' shape to a more elegant, strong-shouldered design that more overtly evokes the silhouette of the 1948 cocktail shaker suggestion.
It also displays further cues from the brand's rich heritage, such as the company's signature, Charles Tanqueray & Co., on the label and the Tanqueray family crest embossed on the glass. Also, the Tanqueray 'T-seal' has been enhanced to deliver a greater resemblance to an actual wax seal and the bottle's labels have been transformed to give a more contemporary look, including a satin finish silver print.
SIGNIFICANT GROWTH POTENTIAL
Diageo says it is confident that the gin category offers significant growth potential and the re-designed bottle is a lead aspect of a global campaign supporting the Tanqueray brand.
This includes support from a global creative campaign, 'Resist Simple', which encourages consumers to resist the mundane and reach instead for richer, more fulfilling choices in life - including the drinks they choose. The campaign is particularly targeted at the 30+ profile seeking a more sophisticated drink experience.
Caroline Lyons, Diageo GTME Marketing Manager (White Spirits, Liqueurs and Rums) said: "Tanqueray has a wonderful heritage behind it and the new design of the bottle is a major chapter in a remarkable brand story that has now endured across three centuries. The new bottle does greater justice to a complex, fascinating and award-winning gin and imbues the brand with added sophistication and standout.
"The updated design is elegant and stylish and it is wonderful to see the design vision from 1948 echoed over sixty years later in a more contemporary presentation of the brand.
"However, our focus on Tanqueray is about much more than the bottle's design. The new look also reflects a new attitude and a stronger voice that we believe can excite the shopper and drive new interest in the gin category. Travel retail is one of the top three global markets for Tanqueray and we are confident that this enhancement of the Tanqueray brand and the supporting campaign will help strongly in driving its presence in the market."
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• Zoobug's kids' sunglasses (12 November 2009)
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