Diageo is pumping £5m into advertising and festive NPD for its luxury spirits division, Reserve Brands, this Christmas – focusing on Tanqueray gin.

The premium gin brand is running a Resist Simple marketing campaign that will include Tanqueray’s cinema debut and a press ad campaign. The push “encourages consumers to resist the bland, ordinary and predictable”, said senior brand manager Kirsty Templeton.

Meanwhile, the company has teamed up with the RNLI with a new gift pack for Talisker (rsp: £30.57). Reserve will donate £1 to the charity for every gift pack, which feature a distinctive RNLI orange strip. The group’s other single malt, The Singleton, also gets a new gift pack, to be  supported by print ads.

“Loyalty to premium spirits is strong,” said Templeton. “Despite the tough economic climate, consumer desire for treats and luxuries is prevalent in the Christmas period.”