Tanqueray's "Resist Simple" ad campaign, which launched just before Independence Day weekend, celebrates "people who detour from the status quo, the predictable, the ordinary." You know, just like Pacifico beer did. The liquor brand's first global marketing effort paints their consumers as urbane sophisticates who like variety, which they'll conveniently find in the imported gin's "layers of flavor." Of course, if I had a nickel for every time some company or other told me their product was proof of my adventurous bachelor lifestyle, I'd be posting this from the tropical island I would own by now. Lately, there's been a glut of brands telling me this, and their examples of cool, spontaneous people, Tanqueray's included, have this smarmy, young Hugh Hefner vibe to them that I don't appreciate. Aren't there less obvious ways of getting this message across? And if not, could they at least wait until every other liquor brand under the sun isn't doing the exact same thing anymore?
—Posted by David Kiefaber
