'New' Tanqueray a mix of old and modern

Everything old is new again to some extent, especially in the tradition-heavy world of alcoholic spirits.

Diageo is relaunching its Tanqueray gin brand with its first global advertising campaign and new packaging.

The new bottle design returns to the cocktail-shaker shape first introduced in 1948, although the label itself has been changed to give it a more contemporary feel.

The campaign, entitled "Resist Simple," opens in the U.S. this week and will expand into the global market 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."

Preferably with a glass of Tanqueray, of course.

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