A digital campaign from Diageo’s Tanqueray ties in with the gin’s paid product placement appearance, via martini, in director Ridley Scott’s “House of Gucci” film, which just premiered in theaters.
“We knew we wanted to extend our partnership with ‘House of Gucci’ beyond just the film integration, which is why we decided to team up with Ridley Scott Creative Group to create custom content highlighting the Tanqueray Martini with a Twist and its connection to the movie,” Christina Choi, Diageo’s senior vice president of Rum, Tequila, Gin, told Marketing Daily.
“Our goal for the content was to create an effortlessly cool and bold piece that speaks to a modern audience who would enjoy both the ‘House of Gucci’ film and a Tanqueray martini.”
In :15 and :30 vignettes set to the Blondie classic “Heart of Glass,” dancer/actress Mette Narrative plays a woman going through love and revenge in her quest for a Tanqueray Martini with a Twist. The brand notes that both are also themes in Scott’s film, which stars Lady GaGa and also features “Heart of Glass.”
In one spot, Mette places a pineapple slice in the drink of a man who has caused her Tanqueray Martini with a Twist to spill.
In the film’s first meeting between Maurizio Gucci (Adam Driver) and his future wife, ex-wife and murderer (GaGa), the characters craft a lemon-twisted martini using Tanqueray London Dry.
The ads, via PHD Media, are running through Nov. 30 on Facebook and Instagram plus websites of such magazines as Vogue, GQ , Entertainment Weekly, People and Vanity Fair.
Choi said the paid media is designed to “solidify the association between Tanqueray and ‘House of Gucci’” by reaching both “entertainment-forward and brand audiences.”
Tanqueray has also launched a Tanqueray Martini with a Twist cocktail kit, available for $89.99 through CocktailCourier.com. The kit includes a bottle of Tanqueray London Dry, cocktail ingredients, barware and a co-branded serving tray and coasters.