Spain’s gin market is an extremely competitive one, in part because of the great consumption rise that happened between 2009 and 2017 according to FEBE (Spain’s Spirit Drinks Federation), which caused the category to grow by 73% in volume in that period. A context that attracted an unusual number of new competitors and products, with more than 200 new brands created in the last couple of years.

And in this sea of innovations, flavoured gins took the spotlight, with a share growth outperforming traditional gins (source: Nielsen ScanTrack 2017), making even more difficult to attract the attention of a consumer that’s eager to experiment and discover new flavours.

By the end of 2017, the first signs of the category deceleration started to show up, and that aggravated the challenge for Tanqueray, whose market share was stalled since 2013, specially struggling to recruit new consumers in the 18-35 target (source: Nielsen ScanTrack 2017).

We identified the opportunity to create an innovative product to recruit new drinkers to the category through a premium flavoured gin based on an original Charles Tanqueray recipe.

The challenge was to make the new product stand out, and we found a way to do it.

In 1992, during Seville's World Fair, famous Spanish singing duo Los del Río (authors of 'La Macarena') recorded the song 'Seville has a Special Colour'. The song became Seville's popular hymn, and its title a part of culture in Spain. The only problem is that the duo never revealed what that special colour was.

Using data and technology in an unprecedented way, Tanqueray decided to find the Special Colour of Seville as a tribute to the city. We presented the project at Seville's April Fair along with the new gin, Tanqueray Flor de Sevilla, and the city became the first worldwide with its very own colour (#FFAB60) certified by Pantone.

After finding the colour and matching with the product, it was time to tell the story. To do so, we defined three phases for the launch:

1. Teaser: In the first stage, we needed to create expectation, so before the Seville Fair started, we launched several short video teasers in social media. In those videos,

2. Reveal: We created a launch event during the Seville Fair, in which we revealed the story behind the new Tanqueray Flor de Sevilla, and Los del Río revealed the newfound Special Colour of Seville, and sang their updated song in an exclusive concert.

3. Amplification: Finally we developed several activities in order to amplify the message both in a local and national level. Finally, we created product trial experiences to expand the message and get people to know Flor de Sevilla beyond the fair at a national level.

It wasn’t only an absolute success in terms of sales, and brand uplift, but an idea and a legacy that will become part of Seville’s culture forever.