North American Effie Winner Spotlight: Matt Pechman on Tanqueray & Mother NY's, "Tonight We Tanqueray"
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This week's Effie Winner Spotlight takes a closer look at the insight and teamwork that drove the success of Diageo's Tonight We Tanqueray campaign.
Keen Strategy's Alan Hart talks with Diageo's Director of Gins, Matt Pechman, about how the Tanqueray brand team, along with lead creative partner, Mother NY, successfully restaged the brand and reversed a 6-year decline by building back momentum with a clear insight and call to action that resonated with their audience. Also hear Mr. Pechman's thoughts on the key to a successful client/agency partnership, his definition of marketing effectiveness and what fuels him and his team to continue to drive the Tanqueray brand forward.
Campaign Summary: Tanqueray was sitting on back-bars on its way to becoming invisible. It had failed to put its finger on the cultural pulse, fluctuating between being retro and trendy and trying to steal share from vodka. With Tonight We Tanqueray, we created not just an ad campaign but also an occasion, voice, and world that helped assert category leadership. Tonight We Tanqueray reversed years of decline with 7% sales growth and 12% volume growth. It gave the brand momentum and relevance with consumers and the toughest critics of all, bartenders.
Client: Diageo Brand: Tanqueray Lead Agency: Mother NY Contributing Agencies: Lush Life, Carat, MKTG
To watch the full interview, visit Keen Strategy's channel.
The interview series will continue on October 9th with Eric Fuller, Marketing Director for Pepsi, discussing Pepsi and Mekanism's Effie-winning work for Welcoming Beyonce to the World's Biggest Stage.
For more information about the North American Effie Awards and latest updates on the 2015 competition (first entry deadline: October 14), visit the Effie website.
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