Diageo Unveils Latest Gin

Diageo NA introduces the newest member to its award-winning portfolio -- Tanqueray Rangpur Gin. At the heart of Tanqueray Rangpur Gin is the rare Rangpur lime, which resembles a tangerine in color, shape and size, but imparts a mild, yet juicy zest. The Tanqueray Rangpur Gin launch will be supported nationally through broadcast television, out-of-home and digital advertising, building on the already successful campaign. "Ready to Tanqueray" featuring Tony Sinclair. A new element of the campaign is www.globeprobe.com, which features a web adventure show shot onsite in Southwest Asia and depicts Tony Sinclair's journey to discover the exotic Rangpur lime. "Our consumers are early adopters of media that extend well beyond traditional channels of print and broadcast," says Jennifer Van Ness, vice president of marketing, gins, Diageo NA. "The flexibility of digital media provides numerous opportunities to communicate with our consumers on their own terms." //