Tanqueray sampling their Blackcurrant Royale Gin in time for summer!

How Tanqueray used product sampling to drive trial and raise awareness in time for summer.

About Tanqueray

Tanqueray Blackcurrant Royale Distilled Gin combines juicy blackcurrants with delicate vanilla for a truly sumptuous taste. Carrying hints of black orchid, Tanqueray Blackcurrant Royale Distilled Gin is distilled with only the finest French blackcurrants, vanilla, and the four classic London Dry botanicals – piney juniper, peppery coriander, aromatic angelica, and sweet liquorice.

Tanqueray Blackcurrant Royale Distilled Gin is best enjoyed with plenty of ice, lemonade, a wedge of lemon, and a handful of dark berries. PERFECT for the summer!

The Goals

Tanqueray wanted to place samples in multiple carriers to encourage trial of their product and test the efficiency of sampling as a channel. They were also looking to target an 18-34-year-old audience, with a desire to include a leaflet with the sample the drive traffic to purchase the product.

The Strategy/Outcome

Relish facilitated a partnership between Tanqueray and our food takeaway delivery partners, placing samples in orders taken through their restaurants. Relish felt that this was a great fit, as age verification was provided at the door, which was a key concern for Tanqueray. The carriers were also able to turn the campaign around extremely quickly, allowing for the opportunity to promote the Blackcurrant Royale Gin in time for summer.

Tanqueray Blackcurrant Royale Gin was placed via London kitchens to drive sales in these areas. These were delivered in the bag and supplied with an A6 flyer. Relish also managed the print, fulfilment, and delivery of the leaflets to be attached to the samples. These leaflets provided the opportunity to direct sales.