When it comes to gin, most people
consider it a ‘love it or hate it’ type of drink. Few people order gin simply
to try it. The drink does not have the popular and stylish marketing behind it
that both tequila and vodka do – but Diageo is aiming to change that with its
Tanqueray London Dry gin brand.
A global promotion launched under the
push ‘Tonight We Tanqueray.’ The promotion does not merely consist of promoting
the dry gin, but rather an entire atmosphere that promotes musical, film, and
fashion platforms. Diageo aimed to spend almost $25 million on three major
markets alone (Spain, the United Kingdom, and the United States)
Starting
the night off right
Tanqueray London Dry gin has a history
of more than 175 years and is one of the world's most award-winning white
spirits. Though Tanqueray is already the most imported gin in the United States
and known for its red emblem and iconic green bottle, Diageo is forced to admit
that Tanqueray may not be the first thing that people think about when they imagine
‘a night on the town’. The new campaign invites users to start the night right
and positions Tanqueray as the beverage to set an overall mood for the evening.
This means that Tanqueray is not just presented an alcoholic drink, it is an
experience, it is a state of mind that Diageo is selling.
Fronting
the campaign
Four different celebrities partake in
the ‘Tonight we Tanqueray’ campaign, these include Karen Elson (a supermodel-turned-singer),
actor Michael Pitt (known for Funny Games and Boardwalk Empire), actor Idris
Elba (known for Luther, and The Wire), and hip-hop artist Aloe Blacc. These
four celebrities are known worldwide and they perfectly match the areas Tanqueray
was after, music, film, and fashion. They endorse the brand and participate in
music, film, and fashion events for the brand.
Interaction
When talking about creating a certain
atmosphere and setting the tone for an evening, it is important that the
consumer have a basic understanding of what they can strive for when drinking Tanqueray.
This feeling is perfectly captured by the new Tanqueray website. The site
provides an interactive experience in a virtual bar, complete with V.I.P
treatment. By moving the mouse left and right, the user is able to navigate
through individual storylines. The entire website is interactive without ever
feeling overwhelming. To see individuals having fun, bartenders stylishly
pouring drinks made with Tanqueray, and the ability to unlock behind-the-scenes
content allows users to find out for themselves what it means to ‘Tanqueray.’
The
song
Of course, it would be a shame to have Aloe
Blacc as one of the four representatives of Tanqueray without using his musical
abilities. Blacc, known for his hit single ‘I Need a Dollar’ wrote the song ‘Tonight
Downtown’ specifically for Tanqueray. Blacc produced a Tanqueray-inspired track
and allows fans to remix the song on GoMix.com, an interactive music format
that allows fans to share and remix songs. Not only does the song capture the
right feel, by inviting fans throughout the world to create and share their
interpretation of the song, it automatically sets the right mood that Tanqueray
is after.
When it comes to introducing a 181-year-old
British gin to the burgeoning youth market, a sleek, hip, new ad campaign is
the perfect way to go. Using a catchy song as a base for its campaign, allowing
the users to be interactive on alternative and social media, and having a site devoted
to nightlife partying is a perfect way to generate interest, and Tanqueray is
doing it perfectly.
About Diageo
Diageo is one of the leading companies
in the branded beverage alcohol industry. Diageo works on the distribution and
production of branded premium wine, beer, and sprits. Some of the more famous
brands include Bushmills Irish, Crown Royal Canadian, Guinness, Tanqueray, Baileys
Original Irish Cream, Captain Morgan, Johnnie Walker, Smirnoff, and holds the
North American distribution rights to Jose Cuervo tequila. Along with its subsidiaries,
Diageo sells its products in 180 markets.
