Diageo is launching its first global advertising campaign for Tanqueray gin, together with a new-look bottle design, as the drinks giant looks to drive a resurgence in the gin market.

The campaign begins today (1 July) in the US, where more than two thirds of Tanqueray gin is sold, and will be led by two television and online adverts under the strapline "Resist Simple".

Campaigns will begin in Western and Southern Europe, including the UK, Spain, Italy and Greece, in September.

The 30 and 15-second adverts, which are set in the backstreets of Paris and backstage at a gig, are designed to emphasise the quality of ingredients used to produce Tanqueray and also to appeal to consumers to reject the "bland, ordinary and predictable".  

Gin represents 3% of Diageo's net sales, with annual volumes of around 8m cases, according to Shivaun Lucey, the firm's global brand director for gin.

She told just-drinks in an interview this week: "Gin has not undergone the focus that other white spirits have, we have not chosen to focus on it. But, we have the largest gin portfolio and we think the time is right for Tanqueray to be moving into the mainstream."

Lucey said that she expects "significant growth" for the brand over the next three years. "We believe we can lead the renaissance of the gin category and excite consumers into this category," she said.

Price increases helped Tanqueray to increase net sales by 4% on an organic basis in Diageo's most recent fiscal full-year, to the end of June 2008. Volume sales rose by 1% to 2.1m cases for the year, compared to the previous 12 months. Diageo said that the brand picked up an extra 1.6% of market share in North America.

Lucey said that a typical Tanqueray drinker would be a city dwelling, professional, 28-year-old man with a passion for trying new things.

"There has been a recalibration of values among consumers," she said. "There is not so much overt bling. People are looking for richer experiences, and this doesn't have to mean expensive, it can be in terms of provenance or quality of ingredients."

The sleeker Tanqueray bottle, she said, gives the brand "a more contemporary feel". It is also designed to play on the 1948 Tanqueray bottle design, which was modelled on the traditional cocktail shaker.  

"We have definitely not changed the liquid," she said.