We integrated the character into programming – managing the strict guidelines that are imposed on an alcohol, while giving Tony Sinclair more opportunity to speak outside of the commercial space. On TV, Tony Sinclair introduced movie nights on networks like FX and TV One, gave entertainment tips on E! and introduced downloadable movies on Yahoo movies.

12,000 downloads, brand affinity scores skyrocketing and an 11% increase in sales vs. YAG. Despite many years of flat and diminishing sales, the Tanqueray brand retained its #1 category position in the US.