Stanley Tucci x Tanqueray partnership launch

Stanley Tucci became a mixology master over lockdown and went viral for his cocktail-making Instagram videos, with a whole lot of Tucci charm thrown in. 

When he became Tanqueray No. Ten’s global partner in 2021, we were tasked with the digital and social launch, as well as ongoing campaigns.

For launch, Stanley and some bartender pals created a grapefuit martini, which was streamed live on Instagram — a first for Diageo. Lucky Londoners could also get their hands on Tucci cocktail making kits, which were delivered live across London.

My role: I was the social strategist and editorial manager on the campaign, overseeing the content calendar and copywriting, as well as working closely with external creative agencies to ensure social best practice and process.

The launch had a total reach of over 7 million on Instagram, with two Instagram Lives held on Stanley Tucci’s account, driving exposure for Tanqueray No. Ten and thousands of new followers. Audiences called it “the perfect partnership”.