Core Concept - The "Classic or Nothing" campaign by Tanqueray celebrates its legacy and promotes a return to timeless classics, emphasizing quality over trends [1][3]. Group 1: Campaign Overview - The campaign introduces a vibrant look while maintaining the brand's heritage, featuring striking visuals and a refreshed color palette [2]. - It aims to connect with both existing gin lovers and new cocktail enthusiasts through various marketing activations, including digital media and engaging events [2]. Group 2: Experiential Marketing - The campaign launched with the "Classic or Nothing Diner" at the Austin Food & Wine Festival, merging the classic American diner experience with Tanqueray cocktails [3]. - A subsequent event at MetLife Stadium featured a unique pairing of Tanqueray cocktails with a twist on classic dishes, enhancing guest engagement [4]. Group 3: Brand Heritage - Tanqueray has a rich history of over 180 years, founded by Charles Tanqueray in 1830, and is known for its commitment to quality and innovation [7][8]. - The brand has received numerous awards, including being named 'Bartenders' Choice' in the Drinks International Brand Report 2023, highlighting its esteemed position in the industry [8].
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