• by Teresa Buyikian , January 6, 2025

One 200-year-old gin brand is betting on its heritage and iconic status to attract new gin drinkers.

Tanqueray London Gin is embracing its classic image in its new brand campaign, “Classic or Nothing.” The effort, which broke last month, places the Tanqueray brand next to other cultural icons,  “individuals who dare to swim against the tide and audaciously choose the classics, embracing quality over trend,” per the brand.

The new social work debuts the brand’s “refreshed” green color palette. “Classics” thus far featured in the new social ads include French fries (as paired with the Tanqueray gin martini) as well as the New York Giants’ Hakeem Nicks.

"'Classic or Nothing' is … the declaration of legends who know what they want and won't be convinced otherwise," says Devaunshi Mahadevia, director of gin at DIAGEO North America.

The new effort leans heavily on experiential as well, with the Classic or Nothing Diner debuting recently at the Austin Food & Wine Festival. The pop-ups combine two classics; “the American diner and a Tanqueray gin cocktail.” At the pop-up at the MetLife Stadium's FanZone on Dec. 15, Nicks participated with his “favorite” cocktail, a Tom Collins, paired with "dirty fries” (French fries topped with fried chicken and spicy honey mustard) as a nod to the player’s North Carolina heritage.

Additional dates for the “Classic or Nothing Diner” pop-up will be announced via the brand’s Instagram @TanquerayUSA.

The campaign will contain other yet-to-be-announced marketing activations, including retail experiences.

Tanqueray London Dry Gin is the #1 selling gin in the U.S. per Nielsen.