Diageo’s North America division has been running a social media push in the US for the group’s Tanqueray gin brand.
‘Classic or Nothing’ debuted in the country ahead of the festive break and positions the gin in “modern culture while staying true to its … heritage”. The campaign has been led by presence on Tanqueray’s social channels as well as elsewhere digitally, while also featuring at events and in the US off-premise.
In mid-December, the brand fronted an activation at the MetLife Stadium prior to a New York Giants home game. The ‘Classic or Nothing’ diner will go “on the road” with details shared on Tanqueray’s Instagram account.
“Doubling down on Tanqueray’s nearly 200 years of quality credentials, our gin stands out in a category of young experiments,” said Diageo North America’s director of gin, Devaunshi Mahadevia. “With this campaign, we are looking to deliver on a cultural return to classics, honouring our legacy of great cocktails.”
Also last month, former Campari Group CEO Matteo Fantacchiotti purchased a stake in Welsh gin brand Cygnet. The transaction came almost three months after Fantacchiotti stepped down at Campari Group, citing personal reasons, having been promoted to the CEO position in April last year.
