Searching for the Special Color of Seville
An Experience Transformation project that uses Big Data analysis to develop a product that connects culturally with the target to which it is addressed.
The gin sector is one of the most collapsed spirits markets in Spain, where in addition there are a lot of national produced brands. The business’ challenge was to introduce the new English gin Tanqueray Flor de Sevilla on this market and achieve an emotional connection with the consumers, becoming culturally relevant.
The process started during the product development process. We decided to takeback a Charles Tanqueray’s original recipe that used bitter oranges and orange blossom as an answer to the new gin market consumption trend.
Once “Flor de Sevilla” gin was developed, we found the need of giving the product a distinct attribute which made Flor de Sevilla the only gin with all the essence of Sevilla. A brand strategy to be culturally relevant and to launch the brand in a decisive time for the local culture: The Seville Fair.
Since Los del Río’s famous song of the year 1992 everybody in Spain knows that Sevilla has a special colour. However, 26 years later, no one knew which was that colour. We decided to find it by distilling the essence of the more emblematique places of the Andalusian city and launch the new Tanqueray gin.