Independence Lives With New Tanqueray(R) Resist Simple Ad Campaign

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 inthe 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. Part of the
        voiceover refers to a man "...who can visit Paris repeatedly and
        never once manage to see the Eiffel Tower, the Mona Lisa, nor the Arc de
        Triomphe."
    --  In "Backstage," the virtues of the signature Tanqueray &
        Tonic cocktail are highlighted with a voiceover that refers to the drink
        as "...what the guy who often talks his way backstage is
        having."

    --  In the two out of home ads, one focuses on a lifestyle theme reading,
        "Keep Your Tongue Guessing," while the other takes a twist on
        the traditional Tanqueray & Tonic, "T&T: A Many Splendored
        Thing And Tonic."

"With the summer just weeks old and July 4th barbecues and vacations approaching, we're hoping the idea of resisting simple strikes a note with people getting out more or enjoying time with friends at home, both of which can make for some incredible, memorable experiences," continued Price. "No matter where they're enjoying Tanqueray, we want them to do so responsibly."

Wieden & Kennedy Amsterdam led the creative and a team of best in class artists to develop the assets: Motion Theory directed the shoot; Marcel Christ photographed all still life shots; Ram Bhat created all of the matte paintings; Hugo Guinness and Florence Malik illustrated the botanicals found in Tanqueray; James Jean lead the bottle and lifestyle illustrations and Azim Haidaryan photographed all of the lifestyle images.

For more information about Tanqueray and the Resist Simple campaign, please visit http://us.tanqueray.com/.

About Tanqueray

TANQUERAY London Dry Gin is a dry, crisp, gin with a rich juniper flavor. Known for its iconic green bottle and red emblem, TANQUERAY London Dry Gin is the number one imported gin inthe United States and is one of the world's most award-winning white spirits. TANQUERAY gin, TANQUERAY No. TEN gin, TANQUERAY RANGPUR gin and TANQUERAY STERLING vodka together create the renowned portfolio of TANQUERAY, where perfection and craftsmanship maintain a history that reaches back 175 years. Additional information about the TANQUERAY brand may be found at http://www.tanqueray.com.

About Diageo

Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business and industry leader in promoting responsible drinking, with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines. Diageo is a global company, trading in more than 200 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at http://www.diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

Celebrating life, every day, everywhere, responsibly.

Digital artwork furnished upon request.

    MEDIA CONTACTS:
    Maeve Hagen                              Erica J. Johnson
    Taylor                                   Diageo
    (212) 714-5743                           (646) 223-2038
    mhagen@taylorpr.com                      Erica.johnson@Diageo.com

SOURCE Diageo

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