Diageo has partnered its Ketel One vodka and Tanqueray gin brands in the US with HBO television show The White Lotus.
The tie-up with streaming platform Max and HBO kicks off with a 60-second advert fronted by actor Patrick Schwarzenegger, backed by two especially-made cocktails for the drama. The ‘Sip into The White Lotus’ campaign has been introduced ahead of the show’s return for a third season on 16 February.
“As consumers increasingly value experiences, we’ve been intentional about crafting fan-centric moments where our brands can create memorable occasions with every sip,” said Diageo’s North America senior VP of vodka, gin & rum, Julie Yufe.
The series-inspired cocktails can be purchased online for US delivery in kits, which feature a 37.5cl bottle of both Ketel One and Tanqueray, for US$99 each.
Earlier this month, Diageo posted a 1% lift in six-month sales to the end of December, with Ketel One coming in flat in value terms on 2% lift in sales. Tanqueray, meanwhile, fell 9% in the half-year as volumes declined by 3%.
