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Tanquery

Case Studies

Tanquery & Buddha Bar

Events

Experiential

PR

25 September 2017

The Challenge

  • In 2016, Buddha Bar Group celebrated the 20-year anniversary of their first bar opening in Paris
  • To commemorate the anniversary, Buddha-Bar launched an internal Tanqueray cocktail competition, inviting the group’s 24-strong bars to create an anniversary serve to feature on menus in 2017
  • Hatch were briefed to deliver a PR/social strategy to bring to life the competition and Buddha Bar’s 20th anniversary for the Tanqueray brand with key influencers, customers and consumers
  • To deliver benefit for Buddha Bar and Tanqueray demonstrating the brand’s point of difference with a focus on quality and heritage
  • To deliver a campaign that has commercial benefit and drives a sales occasion in the off trade and on trade

The Solution

  • Hatch developed a PR and social media toolkit to help bartenders create and promote their cocktail entry
  • Hatch briefed Tanqueray market brand ambassadors to visit their local Buddha-Bar to offer training to further help bartenders in their cocktail creation
  • We launched a digital content hub in the form of a Tumblr page to host all the cocktail entries
  • Use internal tools to engage with Tanqueray BA community and Buddha-Bars to encourage social media sharing using #Buddha20
  • A judging panel which consisted of Jen Le Nechet, the 2016 World Class Global Champion, Matthias Giroud, Executive Worldwide Bar-chef Buddha-Bar world group and Stephanie Jordan, Global Ambassador for Tanqueray Gin, chose three finalists to attend an exclusive event in Paris
  • The event invited the bartenders to recreate their cocktail entry to the judges and compete in three further challenges including a Tanqueray Gin quiz, a classic gin cocktail challenge and a guest bartender shift for local influencers/bloggers
  • In Paris, Hatch managed the social media content around the event including behind-the-scenes Snapchat, Instagram stories and Facebook Live announcements, as well as the unveiling of the winner

Key results include:

  • 500,000 #Buddha20 interactions
  • Coverage highlights including Difford’s Guide and Spirits Business
  • Exclusive cocktail listing on 24 Buddha Bars worldwide from 2017

Outputs