• by Fern Siegel , December 23, 2024

With the launch of the "Classic or Nothing" campaign, Tanqueray is aligning with well-known figures, such as NFL wide receiver Hakeem Nicks, who played for the New York Giants. 

Anomaly is responsible for the creative.

The new campaign showcases those who embrace quality over trends. In gin terms, that's akin to preferring a dirty martini with Tanqueray's London Dry Gin. It never goes out of style. The target audience for the “Classic or Nothing” campaign includes cocktail enthusiasts, particularly those 25-55 eager to experiment with gin and elevate their drinking experiences.

The social-first campaign is running on @TanquerayUSA but will appear via marketing activations, including digital media, various events and engaging retail experiences.

“Classic or Nothing” is all about Tanqueray owning its status as an icon in an ever-evolving category by doubling down on the brand’s long-standing heritage and role within cocktail culture. As a nearly 200-year-old brand, our success has been built on an unwavering commitment to quality and collaboration with legends who, like Tanqueray, remain relevant and continue to impact culture,” Devaunshi Mahadevia, director of gin at Diageo North America, told Agency Daily. “It resonates with consumers who seek sophistication paired with simplicity.”

Tanqueray was featured in Ridley Scott’s 2021 film “House of Gucci.” In a scene between the two main characters, Maurizio Gucci creates the perfect Tanqueray martini with a lemon twist. The gin was also enjoyed by Jasper Briggs (played by Shea Whigham) in “Mission: Impossible – Dead Reckoning Part One” last year.

Anomaly counts BMW Mini, Dick's Sporting Goods, Johnnie Walker Blue Label and Converse among its client work.

Diageo's large brand portfolio also includes Buchanan's, Smirnoff, Cîroc and Ketel One.

Adds Mahadevia: “There’s intentional tension in the campaign with the declaration that the alternative to Tanqueray, the classic, is nothing at all.”