The pursuit of perfection is the theme of a major new marketing campaign for premium gin Tanqueray No. Ten.
The Perfect Ten campaign is running in conjunction with fashion and beauty title 10 Magazine and will see Tanqueray team up with a number of different brands and craftsmen throughout the rest of the year.
These partnerships will result in a range of consumer events as well as cocktails and menus unique to various on-trade venues.
There will also be several products launched into the off-trade.
Each month different initiatives will be announced in 10 Magazine, and photographer Maria Ziegelbock will capture each event for a showcase in June 2017.
We’re excited about the opportunities this campaign will present.
The first partnership saw Tanqueray join forces with east London florist Rebel Rebel to transform the bar, restaurant and terrace at London eatery Aqua Kyoto into The Hanging Gardens of Kyoto Terrace.
Described as an ‘immersive garden experience’, the project saw Rebel Rebel draw inspiration from both traditional Japanese gardens and the botanicals of Tanqueray No. Ten to decorate the restaurant.
Meanwhile, Tanqueray No. Ten brand ambassador, Tim Homewood, worked with the restaurant’s bar manager to create a cocktail menu specific to the venue.
The restaurant’s head chef has also created a seasonal menu inspired by Japanese culture.
The cocktail menu includes the Umeshu Negroni – a barrel-aged Negroni infused with bamboo leaves, Tanqueray No. Ten, plum sake, Aperol, absinthe and cherry wine; and the Shiso Leaves – made with two shiso leaves, Tanqueray No. Ten, pear sake, passion fruit, lime and matcha green tea syrup.
“The Perfect Ten campaign has been put together to show Tanqueray No. Ten’s luxury positioning within both the on and off-trade,” said Homewood.
“As a brand built on the passion and craftsmanship of Charles Tanqueray, the partners were perfect choices as their own premium credentials, heritage and positioning mirror that of Tanqueray No. Ten.
“We’re really excited about the number of great opportunities that this campaign will present, allowing us to do some really engaging activities with both trade and consumers.”
Tanqueray No. Ten parent company Diageo claims the brand has grown 41% in value terms in the course of the past year, and hopes the Perfect Ten campaign will help to further raise the profile of the spirit.