Diageo has teamed up with Netflix series Bridgerton to launch a video campaign featuring musician Joe Jonas.
Set during the Regency era in England, Netflix’s Bridgerton first hit screens in December 2020.
Gin brand Tanqueray and the English series have joined together to launch the Make it T-time campaign, an original video series, which will also offer exclusive prizes and limited edition cocktail kits for fans.
The partnership, which also stars American musician and actor Jonas, marks the second season’s premiere, which takes place on 25 March.
In the spot, Jonas learns how to become a Bridgerton family member, acting alongside Jonathan Bailey, who plays Anthony Bridgerton, and comedian Phoebe Robinson, also a Bridgerton ‘superfan’.
“Teatime in the Regency Era was the epitome of elegance,” said Christina Choi, senior vice-president of rum, Tequila, gin at Diageo.
“And with the second season of Bridgerton on the horizon, I think it’s the perfect time to bring this grand tradition out of the sitting rooms, drawing rooms and garden gazebos of yore to give it a fresh, modern-day twist.
“T-time is the perfect occasion to take a break from your day-to-day routine, adding a little bit of sparkle, scandal and surprise to your life by enjoying a delightful Tanqueray cocktail or two with your friends and loved ones.”
As part of the campaign, fans can win one of three exclusive experiences.
These include: The Queen’s Ball experience, which will be based in New York City, US, and will consist of hotel accommodation, an appointment with a stylist, a Tanqueray T-time happy hour, plus access to a Bridgerton-themed ball; a Bridgerton watch party, which will involve a Regency-era-themed T-time cocktail experience, hosted in a hotel suite or viewing location, with 10 friends; and a Regency-era live oil painting, whereby 10 friends will be invited to a hotel suite, with a stylist on-hand to dress guests and finishing with an artist painting the scene.
“Bridgerton has such a unique aesthetic that transports viewers into a lavish, stylish, diverse world. And after season one, we saw just how much fans enjoyed bringing that world home through fashion, decor and gatherings,” said Magno Herran, head of marketing partnerships at Netflix.
“Watching the internet’s favourite almost-Bridgerton, Joe Jonas, learning how to ‘T’ from Jonathan Bailey and Phoebe Robinson is a celebration of all of us who are channelling our inner Bridgerton and gearing up for season two.”
To mark the partnership, Diageo has released limited edition Tanqueray x Bridgerton cocktail kits, which can be purchased through cocktailcourier.com ahead of the season two premiere.
The kits include tea-inspired Tanqueray cocktails representing the families featured in second season: the Bridgertons, the Featheringtons and the Sharmas.
This isn’t the first Tanqueray star-studded partnership. Last year, the gin brand collaborated with The Devil Wears Prada actor Stanley Tucci to present a live stream and virtual bar. Plus, Jonas has previously featured in a digital series for the brand, to mark the US-wide launch of Tanqueray Flor de Sevilla gin.
Watch the original video spot below.