Trbusiness. The travel retail Trbusiness. The magazine for global retail and duty free professionals.Diageo creates new campaign for Tanqueray Flor de Sevilla 0.0%
By Trbusiness Editor |
The new campaign promotes responsible drinking.
Diageo Global Travel has created a new campaign to support the June launch of Tanqueray Flor de Sevilla 0.0% in travel retail stores worldwide.
The initiative promotes responsible drinking choices and unforgettable holiday experiences, and aims to build on the success of last year’s #AHolidayToRemember campaign.
This year’s campaign featured extensive Digital Out-of-Home (DOOH) advertising, immersive pop-up displays, and sampling opportunities strategically placed along the consumer journey.
Alcohol-free Tanqueray
The campaign focus was the introduction of Tanqueray Flor de Sevilla 0.0%, a new alcohol-free offering that delivers the same enjoyable taste as the original Tanqueray Flor de Sevilla gin.
The campaign’s DOOH advertising ran at Stansted, Gatwick, Barcelona, Mallorca and Madrid airports, complemented by a pop-up display at Madrid. In addition, sampling activities are taking place at Gatwick.
Diageo Global Travel Managing Director Andrew Cowan commented: “At Diageo, we want to change the way the world interacts with alcohol for the better by celebrating moderation.
The campaign elements included extensive Digital Out-of-Home (DOOH) advertising, immersive pop-up displays, and sampling opportunities.
“Our iconic brands are best enjoyed responsibly, and this is why we have committed to reaching one billion alcohol consumers from across the globe with positive drinking messages by 2030.”
He added: “Through Tanqueray Flor de Sevilla 0.0%, we are excited to introduce engaging activations and sampling experiences that showcase Sevilla 0.0% as the ultimate summer drink to travellers.
“Our goal is to ensure everyone has a holiday to remember while building a culture of choice, empowering individuals to make responsible decisions about their beverage preferences.”
READ MORE: Diageo Global Travel names Johnnie Walker, Tequila among priorities
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