The ‘Tonight we Tanqueray’ campaign engages consumers with four internationally recognised celebrities from fashion, film and music; singer Aloe Blacc (I Need a Dollar), actors Idris Elba (The Wire, Luther), Michael Pitt (Boardwalk Empire, Funny Games) as well as supermodel-turned-singer Karen Elson. Enriching the campaign this team of influential endorsers have recorded some exclusive content to be rolled out in the next year, and will also participate in a number of exclusive fashion, film and music events for the brand.
Film and Television actor Idris Elba said, “That first drink of the night is the most exciting one for me. It’s that time when there’s anticipation and intrigue for the night ahead and anything can happen. Tanqueray is the perfect choice – made right with ice, tonic and lime – you know it’s going to be a good night.”
As part of Diageo’s strategy to grow the gin category, ‘Tonight we Tanqueray’ is supported by an eye catching billboard campaign featuring the celebrities, all shot by award winning fashion photographer, Tom Munro.
Global marketing director for gins at Diageo, Simon Breckon says this is an exciting time for the brand, “We have cultivated a campaign that we truly believe brings Tanqueray’s brand values to life whilst also remaining true to the premium qualities of the gin. It would seem that the number four is the common denominator in everything we do with Tanqueray - London Dry is made in the number four still, four botanicals give Tanqueray the perfect balance, four components come together in our signature serve - the Quatro, and we now have the perfect four ambassadors for the brand. We are excited to see the reaction to this campaign.”
The global launch of Tonight we Tanqueray took place in New York in July, with a speakeasy style party at The Green Building in Brooklyn. Aloe Blacc gave a world-exclusive performance of his newest single, Downtown Tonight; inspired by Tanqueray, the song itself an ode to the excitement and possibility at the beginning of a night. The event marked the start of a number of exciting opportunities for fans to engage with the brand – from mixing their own version of Aloe’s new ‘Downtown Tonight’ track to attending exclusive fashion, film and music events.
Take a look at www.Tanqueray.com to view exclusive footage of the launch night or the Tanqueray Facebook page with exclusive behind-the-scenes footage and shots of Karen, Idris, Michael and Aloe.