TANQUERAY LONDON DRY GIN LAUNCHES 'CLASSIC OR NOTHING' CAMPAIGN: A BOLD DECLARATION THAT CELEBRATES THE ENDURING INFLUENCE OF TIME-HONORED CLASSICS AND THE LEGENDS THAT CHOOSE THEM
Tanqueray London Dry Gin, the #1 Gin in the US and 7-time winner of the bartender's choice award, launches its new 'Classic or Nothing' campaign to reinforce its position as the classic choice for cocktail enthusiasts. The social-first campaign celebrates the brand's nearly 200-year legacy while appealing to a new generation of cocktail lovers.
The campaign features a refreshed visual identity and will be executed through digital media, events, and retail experiences. To showcase this initiative, Tanqueray introduced the 'Classic or Nothing Diner' experiential footprint, which debuted at the Austin Food & Wine Festival and appeared at MetLife Stadium's FanZone, featuring NFL legend Hakeem Nicks. The experience combines classic American diner culture with signature Tanqueray cocktails like dirty martinis and Tom Collins.
Tanqueray London Dry Gin, il gin numero 1 negli Stati Uniti e vincitore per sette volte del premio scelto dai bartender, lancia la sua nuova campagna 'Classic or Nothing' per rafforzare la sua posizione come scelta classica per gli appassionati di cocktail. La campagna, primariamente focalizzata sui social, celebra il legame del marchio con una tradizione di quasi 200 anni, mentre si rivolge a una nuova generazione di amanti dei cocktail.
La campagna presenta una nuova identità visiva e sarà realizzata attraverso media digitali, eventi ed esperienze di vendita al dettaglio. Per promuovere questa iniziativa, Tanqueray ha introdotto il 'Classic or Nothing Diner', un'esperienza che ha debuttato al Festival del Cibo e del Vino di Austin e che è apparsa al FanZone del MetLife Stadium, con la partecipazione della leggenda della NFL Hakeem Nicks. L'esperienza combina la classica cultura dei diner americani con i cocktail iconici di Tanqueray come dirty martini e Tom Collins.
Tanqueray London Dry Gin, el gin número 1 en EE.UU. y ganador en siete ocasiones del premio del bartender, lanza su nueva campaña 'Classic or Nothing' para reforzar su posición como la opción clásica para los entusiastas de los cócteles. Esta campaña, centrada en redes sociales, celebra el legado del brand de casi 200 años mientras atrae a una nueva generación de amantes de los cócteles.
La campaña cuenta con una identidad visual renovada y se ejecutará a través de medios digitales, eventos y experiencias en el punto de venta. Para mostrar esta iniciativa, Tanqueray introdujo el 'Classic or Nothing Diner', una experiencia que debutó en el Festival de Comida y Vino de Austin y que apareció en el FanZone del MetLife Stadium, con la leyenda de la NFL Hakeem Nicks. La experiencia combina la cultura clásica de los diner americanos con cócteles característicos de Tanqueray como el dirty martini y el Tom Collins.
탠퀘레 이탈리안 드라이 진, 미국에서 1위인 진이자 바텐더 선정상 7회 수상자인 이 브랜드는 칵테일 애호가들에게 전통적인 선택으로 자리잡기 위해 '클래식 또는 넌싱' 캠페인을 시작했습니다. 소셜 미디어 중심의 이번 캠페인은 거의 200년의 브랜드 유산을 기념하며 새로운 세대의 칵테일 애호가들에게 다가갑니다.
캠페인은 새롭게 개편된 비주얼 아이덴티티를 특징으로 하고, 디지털 미디어, 이벤트 및 소매 경험을 통해 진행될 것입니다. 이니셔티브를 선보이기 위해, 탠퀘레는 오스틴 음식 & 와인 축제에서 처음으로 선보인 '클래식 또는 넌싱 다이너' 체험 공간을 도입하였고, NFL 전설인 하킴 닉스가 참석한 메트라이프 스타디움 팬존에서도 볼 수 있었습니다. 이 경험은 클래식한 아메리칸 다이너 문화와 더티 마티니, 톰 콜린스와 같은 탠퀘레의 시그니처 칵테일을 결합합니다.
Tanqueray London Dry Gin, le gin numéro 1 aux États-Unis et sept fois lauréat du prix du choix des bartenders, lance sa nouvelle campagne 'Classic or Nothing' pour renforcer sa position en tant que choix classique pour les amateurs de cocktails. Cette campagne axée sur les réseaux sociaux célèbre l'héritage de presque 200 ans de la marque tout en s'adressant à une nouvelle génération d'amateurs de cocktails.
La campagne présente une identité visuelle renouvelée et sera mise en œuvre à travers des médias numériques, des événements et des expériences de vente au détail. Pour mettre en avant cette initiative, Tanqueray a introduit le 'Classic or Nothing Diner', un espace expérientiel qui a fait ses débuts au Festival de la Nourriture et du Vin d'Austin et qui est apparu au FanZone du MetLife Stadium, avec la légende de la NFL Hakeem Nicks. L'expérience combine la culture classique des diners américains avec des cocktails emblématiques de Tanqueray tels que les dirty martinis et les Tom Collins.
Tanqueray London Dry Gin, der Nr. 1 Gin in den USA und siebenmaliger Gewinner des Bartender's Choice Award, startet seine neue Kampagne 'Classic or Nothing', um seine Position als klassische Wahl für Cocktail-Enthusiasten zu stärken. Die Kampagne, die vor allem auf sozialen Medien basiert, feiert das fast 200-jährige Erbe der Marke und spricht gleichzeitig eine neue Generation von Cocktail-Liebhabern an.
Die Kampagne wird mit einer erneuerten visuellen Identität präsentiert und über digitale Medien, Veranstaltungen und Einzelhandelserlebnisse umgesetzt. Um diese Initiative vorzustellen, führte Tanqueray das 'Classic or Nothing Diner' Erlebnis ein, das beim Austin Food & Wine Festival Premiere feierte und im FanZone des MetLife Stadiums mit NFL-Legende Hakeem Nicks zu sehen war. Das Erlebnis kombiniert die klassische amerikanische Diner-Kultur mit den charakteristischen Cocktails von Tanqueray wie Dirty Martinis und Tom Collins.
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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.
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
Tanqueray will continue to take the Classic or Nothing Diner on the road to honor classic rituals and inspire the choice of classic gin cocktails no matter what the occasion, while continuing to foster community engagement through unique pairings, partnerships, and celebrating bold choices.
To keep up with Tanqueray's journey and find out where the Classic or Nothing Diner will pop up next, follow @TanquerayUSA on Instagram. Whether you're a longtime fan or just starting to explore the world of gin, Tanqueray invites everyone to raise a glass to the classics.
ABOUT TANQUERAY
Over 180 years ago Charles Tanqueray was on a mission to create the world's finest gin. He set up his distillery in Bloomsbury,
It is this rich heritage and unshakeable attention to quality that makes Tanqueray stand out against all others and has also led to Tanqueray winning numerous prestigious awards, including being named the 'Bartenders' Choice' in Drinks International Brand Report 2023.
Additional information about the Tanqueray brand can be found at http://www.TANQUERAY.com.
ABOUT DIAGEO
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and
Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world.
For more information about Diageo, their people, brands, and performance, visit www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice. Follow at Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.
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SOURCE DIAGEO North America
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