The campaign, entitled ‘Resist Simple', breaks in the US this week and will roll out to other global markets, including the UK, in September.
Shivaun Lucey, global brand director for gins at Diageo, said the activity encourages consumers to resist the bland and ‘enjoy the pleasure in the complexity and richness of life'. The campaign, by Wieden & Kennedy, also features press and online activity.
Diageo has also carried out a redesign of Tanqueray's bottle, returning to the cocktail-shaker bottle shape first introduced in 1948. Furthermore, the bottle label has been updated to give it a more contemporary feel.
‘Our main aim for the redesign was to improve the quality and standout of the bottle, by building on the iconic design,' said Lucey.