Campaign Invites Consumers to Take a Stand for Good Taste

NORWALK, Conn., July 1 /PRNewswire-FirstCall/ -- Tanqueray(R) is a gin chosen by those with good taste -- from some of the most skillful bartenders in the country to the guy whose friends always turn to him to find out the most interesting places to eat or visit at home and away. The makers of the top imported gin in the United States have tapped into this love of creativity and life with its first global advertising campaign -- Resist Simple.

The new campaign launches July 1 in the US, just in time for the July 4th holiday weekend, with broadcast and out-of-home advertisements and in other countries around the world in September with the same. How appropriate that as the country celebrates independence, Resist Simple celebrates the choice of richer and bolder lifestyles and experiences.

'Resist Simple is about people who detour from the status quo, the predictable, the ordinary, going out of their way to experience a more animated, interesting life,' explains Kate Price, brand director, Tanqueray USA. 'This includes a refined approach to what to drink. Tanqueray, with its sophisticated, un-simple taste, is for people with a taste for life.'

As the renaissance in classic cocktails continues to take shape, many bartenders around the country are using Tanqueray as the base for drinks instead of a more obvious choice. Some have called it a 'big, peppery gin that has layers of flavor and a fuller mouth feel.' It's a layered and interesting spirit, perfect for the Tanqueray & Tonic, which provides a refreshing taste when dining out or relaxing at home. The Resist Simple campaign is as much about the liquid as is it about those who enjoy it.

The new campaign reflects the current consumer order when people are turning to brands with real credentials and that offer fantastic liquids, not just beautiful packaging and clever words. Traditional television and fresher digital placements will help the brand reach those very adults where they live and play.

Multiple television and out of home ads reflect the bright, bold multilayered liquid that is Tanqueray:

• 'Paris,' one of three broadcast spots features the natural botanicals in Tanqueray, bottle-shaped silhouette layers and beautiful scenes of people enjoying the City to express the richness and depth of Tanqueray gin and the lifestyle of those who enjoy it.