Let's live magnificently: Tanqueray shakes things up with new global brand campaign

15 Feb 2023

The latest global Tanqueray campaign invites people to Live Magnificently by actively choosing to make the moment, right now, as special as it can be.  Delivering a mindset of magnificence, the campaign delivers a rallying cry and sparks peoples’ imagination to elevate their everyday.

Launching this month, the Let’s Live Magnificently campaign, created by Anomaly London, is a series of 10, 20 and 30 second TV and Digital ads, as well as iconic OOH which have been designed to deliver those ‘sips and tips’ to ensure we’re all living life to the full.  From rooftop drinks with friends, an aperitif before dinner or sunset drinks on the beach, the campaign captures the joy in seizing the everyday moment and making it as special as can be.

The Let’s Live Magnificently campaign, is the brand’s first global campaign since 2018.  Behind the cameras were Fiona Jane Burgess, who directed the TV and Digital ads and photographer Chloe Hardwick who captured the OOH visuals. The choice in creative team reflects Diageo’s focus on championing inclusion and diversity across its business.

Nitesh Chhapru, Global Brand Director of Tanqueray said: “We’re really excited to bring to life our brand purpose through the Let’s Live Magnificently campaign. At the heart of the campaign is a simple idea that we all have the choice to turn any moment into something special with just a bit of inspiration and imagination; as we believe life is best served magnificently over a Tanqueray and Tonic.”

Commenting on the campaign, Joe Corcoran, ECD, Anomaly London said “With the first global Tanqueray campaign in 4 years, we wanted to re-establish the brand’s iconic status in Gin. The campaign focuses on the mindset to not live life by half. To not choose one tasting note when you can have many. To treat the everyday with a lusciousness. To not settle for the ordinary, but to demand the extraordinary."

The launch of Let’s Live Magnificently coincides with Tanqueray’s strong credentials across the on and off trade; having been voted Bartender’s Choice and receiving the accolade of the best-selling gin, taking the top spot for a consecutive year in the Drinks International Brand Report 2023.

Master Distiller, Terry Fraser comments: “For nearly 200 years, Tanqueray as a brand has never settled for anything less than magnificent.  

Since 1830, Charles Tanqueray pioneered new ways of distilling and searched the globe for the world’s best ingredients, ultimately choosing juniper, coriander, angelica and liquorice for the creation of the iconic Tanqueray London Dry. I am delighted to continue to honour this legacy & carry forward Charles’ vision of being ‘Botanical Artisans in relentless pursuit of magnificence”

The campaign will be live across GB, Northern and Southern Europe, North America, Australia and Brazil over the coming months.

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