Faced with some challenges - post-Christmas holiday sales slumps, a growing trend towards moderation, and fierce competition from non-alcoholic beers - Tanqueray 0,0% needed a strategic move. Dry January, a global initiative encouraging complete alcohol abstinence in January, presented the perfect opportunity. However, the category itself usually has a low investment in January, a good opportunity to boost awareness of Tanqueray 0,0%.

The main intention behind the campaign was to create a disruptive activation in media that could catch Tanqueray 0,0% consumers attention just after Christmas along ‘Dry January’, just when people are looking for a more introspective moment where they cut off drinking alcohol after partying the whole December. A memorable, local and innovative action that connected with Spain’s total +18 target.

And all of this with a tiny budget, that made it even more complicated to develop a big action that could catch the attention of the target.

Instead of just aiming for awareness, we opted for a disruptive campaign that would spark conversation and strengthen their connection with Spanish consumers. We needed a story that resonated.

Going beyond a typical marketing format, we crafted a captivating narrative where Tanqueray 0,0% took the leading role. The key? A strategic "alliance" to create the “Perfect Serve” experience. The answer was right in front of us: Tanqueray 0,0% and the iconic Schweppes billboard on Madrid's Gran Via. This audacious plan aimed for local relevance, innovation, and a memorable impact – all on a shoestring budget. The challenge was immense – creating a large-scale campaign to grab attention with limited resources.

What if we create the biggest gintonic of all time in the centre of Madrid? One that only Tanqueray 0,0% can do. Cool, but expensive, so we realised that FOOH, and emerging trend at this moment, was our best ally.

We wanted, beyond the format, to create a story in which Tanqueray 0,0% had an active and protagonist role, which was indispensable. So, we decided to recreate a perfect serve of gin tonic, but with enormous dimensions. The result? A colossal "fake" out of home campaign to go viral. Not only we used the legendary Schweppes sign in Madrid, but also we transformed the entire building into a giant canvas, painted a vibrant Tanqueray green. This not only ensured brand association but also guaranteed memorability.

ROI was especially important. We totally believed in the power of the idea to be shared organically, but we helped its virilization through a paid campaign divided between social platforms, and a small investment in advertising media, lifestyle, and local plans to ensure humorous tone, entertainment content and national reach. To achieve maximum virality the strategic selection of media and channels was crucial.

The centrepiece was a video showcasing a seemingly impossible feat – a giant Tanqueray 0.0 bottle, tilted by a crane, "pouring" its spirit into the iconic Schweppes sign in Madrid's Plaza de Callao. To complete the illusion of a colossal gin and tonic, a helicopter swooped in with a massive ice cube.

This clever campaign, blending real-life filming and CGI, blurred the lines between reality and advertisement, as if it was filmed by a pedestrian, leaving viewers both entertained and questioning if it was real.

With a small media budget focused on social media, humor, and lifestyle media placements, the campaign exploded online in the first 8 days. News outlets picked up the story, intrigued by the innovative technology and creative execution.

And the magic happened! The campaign's success wasn't just in the eye-catching visuals. The strategic storytelling resonated with audiences.

Engagement: In less than a week, more than 8 million people were impacted, and by the end of the campaign, 11 million! Of these, 4 million engaged with the campaign. It achieved a 361% higher ER% than the average of Tanqueray Spain and the highest in the history of DIAGEO worldwide average (1500%)

Brand awareness: Increased brand awareness by 21 pp in Madrid + 1pp total Spain vs 1 previous month and +6pp of WOM (BrandIndex)

Sales: Comparing January 2024 to January 2023:

• Sales in Spain boosted by 77%. (Nielsen)

• Market share increased by a remarkable +0.4 % (Nielsen)

• Tanqueray 0,0%'s contribution to total Tanqueray sales reached a new high of 25%.

Social impact: The campaign generated positive buzz and was even used as a case study in advertising schools and inspiration for other advertisers