Netflix’s hit show “Bridgerton” brought British fancy traditions to the main stage. So before the launch of season 2, Tanqueray, a famously British gin whose tagline is “Damn Fancy,” partnered with Netflix to create a campaign that would promote both the gin and the show. Together, these two brands made the perfect fancy pairing you didn’t know you needed.
Together, we brought a modern twist to one of Bridgerton’s most popular traditions, teatime, turning it into T-Time, with T for Tanqueray. And to teach people how to T-Time, we needed a spokesperson, and we found an unexpected one.
Following season 1, fans of Bridgeton took to social media to show their love of the show, from hosting tea parties and wearing ball gowns to sharing meme after meme comparing the resemblance between the Jonas Brothers and the Bridgerton Brothers. The hair, the style. There was something the Internet just couldn’t get over. So we honored fans by giving both teatime and Joe Jonas a Bridgerton-style makeover.
We kicked off the campaign with a paparazzi photo of Joe dressed in Regency-era clothing. Then, we released a 2-minute film with Anthony Bridgerton (Jonathan Bailey) and comedian/superfan Phoebe Robinson teaching Joe how to look, sip, and dance like a true Bridgerton brother. After the film, Joe turned from spokesperson to influencer, bringing the campaign back to where it started, social, inviting fans to share how they T-Time for the chance to win amazing prizes and T-Time-themed experiences. The following week, we had a Tanqueray Twitter takeover, ongoing influencer content, and we surprised some super famous fans with T-Time kits, just in time for a season 2 watch party. All in all, the campaign had one billion impressions.