Pioneering Tanqueray’s first G&T on-demand delivery service

Born in the 1830s Tanqueray is a world renowned gin with several varieties under its portfolio. With gin continuing to dominate drinking trends here in Australia, Tanqueray is now one of the countries most popular brands. On a mission to reconnect and communicate the depth of the Tanqueray portfolio, Diageo challenged us to bring the bottle to life in culture.

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Brief.

Example was tasked with creating a bespoke public relations campaign for Diageo’s popular gin brand Tanqueray. The campaign needed to leverage the brand’s new strategic partnership with alcohol delivery service Jimmy Brings, while also creating appetite and talkability during the busy ‘silly’ season.

SOLUTION.

With new research from Tanqueray identifying overall gin consumption in Australia up by a huge 25.4% on last year, and more than 70% of all gin being consumed as part of a G&T, we wanted to make it as easy as possible for Aussies to enjoy their favourite gin-based drink at a dinner party or to entertain great moments with friends and family during the festive season.

Working closely with experiential agency Alfred, drinks agency Sweet & Chili and delivery partner Jimmy Brings, we launched ‘Ginny Brings’, a literal match between the popular alcohol delivery service and Tanqueray gin. Ginny Brings not only offered Sydneysiders the opportunity to purchase the full Tanqueray range with Fever Tree tonic and fresh citrus garnishes, but the chance to have a professional bartender arrive at their door within 30 minutes to make guests the perfect G&T.

Example executed a national campaign that tapped into cultural trends, saw Ginny swing by media houses with her gin portfolio in to and achieve cut through during a very busy time of year.

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M+
AUDIENCE REACH
$K+
EARNED MEDIA VALUE
PIECES OF COVERAGE SECURED
+%
SALES INCREASE
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Press2
Press1

“If there’s any reason you need to invite a few friends over for some cheeky gins, then head over to the Ginny Brings site from tomorrow and treat yourself to an early Christmas pressie”

– Pedestrian

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