Tanqueray serves up 'T-time' partnership with Netflix hit 'Bridgerton'

Dive Brief:

Tanqueray, a gin product owned by Diageo, has partnered with the Netflix period drama-comedy "Bridgerton" to put a modern twist on classic tea time, according to a press release.
The campaign, known as "Make it T-Time," coincides with the series' second season. A lineup of videos for the campaign feature musician Joe Jonas, comedian Phoebe Robinson and "Bridgerton" actor Jonathan Bailey. During the spots, Bailey and Robinson humorously teach Jonas "how to be a Bridgerton" as they drink Tanqueray cocktails.
The campaign, which also includes the sale of limited-edition cocktail kits, marks Netflix's continued strategy of product tie-ins. As the platform doesn't run advertisements, product tie-ins allow for the streaming site to generate additional revenue.

Dive Insight:

As Netflix seeks additional revenue channels, despite not running ads on its platform, brand partnerships have become a mainstay of its strategy. The Tanqueray partnership is the latest in a long line of product tie-ins including Old Spice scents inspired by "The Witcher" and the featuring of Kraft Mac & Cheese in a new Ryan Reynolds film.

The spots produced with Robinson, Bailey and Jonas — who has been compared to a "Bridgerton" character on social media — will air across social media channels. In an effort to increase organic chatter, fans have the chance of winning one of three "Bridgerton"-inspired experiences. To enter the contest, participants must post a piece of content showing them dancing, drinking or dressing "for T-time" on social media using the hashtag #makeitTtime.

Tanqueray gin was founded in 1830, a couple decades after "Bridgerton" takes place. The partnership is an appropriate one, given the British connotations of both properties. It's a well-suited, creative tie-in for both Netflix and Diageo. Gin is a drink popular with younger women — much like "Bridgerton" — making the tie-in a relevant one for the target audience.

"Bridgerton" has found huge success on the streaming platform, and is Netflix's most watched series with 82 million views. Currently, Netflix boasts a global subscriber base of 221.8 million, with 75 million in the U.S. and Canada alone. Product tie-ins not only generate revenue for Netflix, but also raise the cultural relevance of products featured and drum up brand buzz.