Tanqueray(R) Launches New Ad Campaign

Tanqueray(R) Launches New Ad Campaign

NEW YORK, April 11 /PRNewswire-FirstCall/ -- Tanqueray(R), the best selling imported gin in the United States, today announced the launch of its new national advertising campaign featuring stylish personality, Tony Sinclair. As the face of Tanqueray, Tony has a dry wit and social ease that are a perfect complement to the gin's crisp taste and mixability. With his engaging wit and irresistible charm, Sinclair is a social magnet seen enjoying a series of enviable situations while inquiring ... "Ready to Tanqueray?"

The four commercials begin airing nationally today on cable stations, and early this summer will be seen in out-of-home venues in fourteen U.S. markets, including New York, Los Angeles, San Francisco and Boston. The ads showcase entertaining scenarios each with a unique Tanqueray twist underscoring Tony Sinclair's approachable and contagious sense of humor.

"With this new creative, we're inviting consumers to become reacquainted with Tanqueray, and are looking to introduce a more contemporary and urban consumer to the house of Tanqueray," said Norma Drew, Senior Vice President of Marketing, Diageo NA. "The campaign portrays the classic quality and superiority of this premium spirit, as well as its distinctively crisp taste and British heritage, through the personality of Tony Sinclair."

30 second spots will air on cable networks such as CNN and Spike TV and will be supported beginning in early July by 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. A public relations campaign will further articulate the brand's personality by seeking to decipher what defines a "social magnet" and if that trait can be learned or is genetic.

"Refreshingly Sharp"

The gin category is 65 percent male, and Tanqueray plans to capitalize on the successful resurgence of the classic cocktail, as well as its own unquestionable quality. In creating the personality of Tony Sinclair, Tanqueray provides consumers with a face and voice designed to relate to men, 25-35 years of age, but who also appeals to women of the same age. As a man who is at home anywhere, Tony Sinclair has charm and sense of humor that is both engaging and entertaining.

"Tanqueray is a distinctly sharp and crisp gin that mixes well or stands alone, thus it was easy to create a character that exemplifies these attributes," said Drew. "Tony has the refreshing charm and keen sense of fun that appeals to both men and women. He's the guy you want at your party; you want to hang out with; and he's always surrounded by a diversity of people who are having a great time.

"The key to Tony's charm is that he understands the importance of moderation," Drew continued. "Regardless of the scenario, Tony shows consumers that you can be the life of the party and enjoy a wide circle of friends by drinking responsibly."

The creative was produced by Grey Worldwide and consists of four executions: MMMM, Tony as host shakes up a memorable Tanqueray martini; Gem Cutter, every care is taken to ensure the perfect Tanqueray and Tonic; Iceberg, nature inspires a refreshing concept and Shrimp Cocktail, where over indulgence of any kind is simply not acceptable.

Tanqueray is a dry, crisp, gin with a rich juniper flavor. Known for its iconic green bottle and red emblem, the brand is the number one imported gin in the United States and is one of the world's most award-winning white spirits. Additional information about Tanqueray and Tony Sinclair may be found at http://www.tanqueray.com/ .

Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, and Crown Royal, as well as Beaulieu Vineyard and Sterling Vineyards wines.

Diageo is a global company, trading in more than 200 markets around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at http://www.diageo.com/ . Celebrating life, every day, everywhere, responsibly.

Source: Diageo

CONTACT: Tammie Coyman of Lippe Taylor, +1-212-598-4400 ext. 107, for Diageo

Web Site: http://www.tanqueray.com/ http://www.diageo.com/

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