Diageo is to launch the first ad campaign in the UK for its premium gin brand, Tanqueray, in July.

The company said the GBP500,000 (US$978,000) print campaign is aimed at "increasing consumer awareness of the growing brand".
 
With the tagline 'A Taste Of Intensity', the creatives feature intense moments, such as a ballerina on tip-toes in mid-performance, a trumpeter hitting a high note and the strain on a deep-sea fishing line. They will appear in style press such as Arena and GQ, as well as in selected national newspaper supplements.
 
Tanqueray off-trade sales in the UK have grown by 25% during the past 12 months, against a flat gin sector, which Diageo said reflected the growth of premium brands across the spirits category.

"There is a real opportunity for retailers to capitalise on the profit opportunity a premium gin such as Tanqueray can generate," said Lara O'Shea, Tanqueray brand manager at Diageo GB. "There are select consumers who are looking for real experiences, something different, and they have very discerning tastes when it comes to their drinks choices. Tanqueray, with its intense flavour, is the perfect gin option for them."