Tanqueray No.TEN Toasts with an Aperitif Worth a 10

Tanqueray N°TEN, the ultra-premium gin from the Diageo portfolio, has relied on DDB Group Italy to bring the new Global strategy to the Italian market, through the 'Make it a Ten' communication platform.

In Italy, the first country in the world where Tanqueray N° TEN will also communicate through a TVC, the brand's commitment is to explore the world of mixology, continuing to inspire and expand the boundaries of art in the global cocktail culture. And this is why the protagonist of the TVC will be a new iconic cocktail: the Tiny Ten, a fresh and fruity Martini served with Tanqueray Nº TEN, fresh grapefruit juice and sparkling wine. Ideal for a typical consumption occasion in our market, i.e. the aperitif.

These are the key points, together with the new design of the Tanqueray N° TEN bottle, of the new campaign created by DDB Group Italy, which, starting from the global platform, comes to life through the concept: 'Make your aperitivo a Ten'.

The campaign was produced in Milan, the capital of the aperitif, in a luxury spot in the iconic Galleria Vittorio Emanuele, in Cracco’s restaurant, and describes the ingredients for 'a worth a Ten' aperitif: the right place to meet with friends, a bartender who knows how to take care of every detail, and a surprising cocktail such as the Tiny Ten.

The campaign also includes the adaptation of the Global 'Tastemakers' campaign which involves the famous Italian bartender and bar consultant Matteo Di Ienno as the face not only of the TVC but also of the billboard and social media plan.

Ursula Mejia-Melgar, marketing director at Diageo for Southern Europe, said, “Tanqueray N° TEN was born to raise the bar in the gin category and has since continued to be the gin of choice for the world's best bartenders for creating exceptional cocktails. This all-Italian TVC marks an important step for us to activate the brand in a relevant way and respond to growing consumer attention to the ultra-premium gin category and to inspire Italian consumer in a such relevant consumption occasion like the aperitivo. Is also important for us to be focused in a such a consolidated occasion, like the aperitivo, that now can be elevated with the experience of our amazing Tanqueray N°TEN gin."

The campaign will be on-air by May 26th and will be broadcast not only on TV, but also online and on billboards in the most important Italian cities.