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The new campaign will cement Tanqueray as the audaciously classic choice by showcasing the brand's history of boldness and iconicity to appeal to the new generation of cocktail lovers.
NEW YORK, Dec. 18, 2024 /PRNewswire/ -- Tanqueray London Dry Gin, the #1 Gin in the US (Nielsen/NABCA) and 7-time winner of the bartender's choice award by Drinks International, is an icon that is known for its unique blend of botanicals and its ability to elevate timeless drinks like the Martini and Negroni. With a recipe loved by generations, its enduring appeal is a testament to its quality, heritage, and craftsmanship, making it a true classic in cocktail culture and beyond.
With the launch of the "Classic or Nothing" campaign, Tanqueray will celebrate its legacy alongside other timeless icons across culture that have stood the test of time. The new campaign champions individuals who dare to swim against the tide and audaciously choose the classics, embracing quality over trend. It's a bold declaration that some things—like a dirty martini with Tanqueray's award-winning London Dry Gin—never go out of style.
The social-first campaign introduces a fresh, vibrant look that propels the brand into modern culture while staying true to its rich heritage. "Classic or Nothing" makes a bold statement for all that's timeless, featuring clean and striking visuals paired with a refreshed color palette. The campaign will come to life through various marketing activations, including digital media, engaging events, and eye-catching retail experiences designed to connect with existing Gin lovers as well as cocktail lovers who are new to the category.
"'Classic or Nothing' is more than just a tagline; it is the declaration of legends who know what they want and won't be convinced otherwise," says Devaunshi Mahadevia, Director of Gin at DIAGEO North America. "Doubling down on Tanqueray's nearly 200 years of quality credentials, our gin stands out in a category of young experiments. With this campaign, we are looking to deliver on a cultural return to classics, honoring our legacy of great cocktails."
To kick off this new platform, Tanqueray debuted a new non-premise experiential footprint called the "Classic or Nothing Diner" at Austin Food & Wine Festival in November. The footprint celebrates the coming together of two Classic experiences - the quintessential American diner and a Tanqueray Gin cocktail.
On December 15th, the 'Classic or Nothing' Diner delighted guests 21+ at MetLife Stadium's 'FanZone' ahead of Sunday's game. The experience featured a delicious twist to a beloved classic duo–Martinis & Fries–with a guest appearance from New York Giants legend, Hakeem Nicks. Guests savored classic cocktails including the Tanqueray dirty martini and Nicks' favorite, a Tom Collins, paired with "dirty fries"— French fries topped with fried chicken and drizzled with a spicy honey mustard—a tribute to his North Carolina roots.