Gin brand Tanqueray took over Chicago event space Ovation for the Tanqueray Trunk Show on March 28. The event had several components including a business-minded panel discussion with hip entrepreneurs, a pop-up clothing boutique, a specialty bar, and entertainment from hip-hop artist Common and DJ Timbuck2. A version of the event also took place in New York in January and also stopped in Washington and Atlanta; it will stop in Detroit this weekend and wrap up in Houston on April 11. "This is the most ambitious consumer experiential program Tanqueray has executed in quite some time," said Tanqueray senior brand manager Keith Scott.
According to Scott, the event's unique format was based on its target audience. "The goal of the Trunk Show is to reintroduce our brand and make Tanqueray more relevant for progressive consumers who are interested in fashion, style, and culture," he said. "Consumers who attend a Trunk Show aren't just experiencing a cocktail party or a concert; it really is a multifaceted experience that connects to a number of passion points. And I'd argue that it's more substantive, and offers more lasting value, than most of what we see in the spirits space."
Scott added that the way in which the brand is partnering with entrepreneurs is also unique. "We're not just getting a simple endorsement for them; we're inviting them to tell the story of their business journey and to share that with the next generation of entrepreneurs." Panelists at the Chicago event included fashion designers, a record company executive, and the founder and managing partner of production and marketing company Team Epiphany.
With four of the six Trunk Show activations complete, Scott says the event has proven successful. "We have seen outstanding consumer engagement, both in terms of the live event an on social media, where the Tanqueray Trunk Show [hashtag] has been shared more than 1,400 times," he said. "We've also seen considerable media interest, resulting in hundreds of placements and hundreds of millions of impressions." The brand is also teaming with partners in its sales and distributor networks to ensure commercial results in each of the trunk show's markets. And while plans for a similar event next year are still being developed, Scott said "I will say that the responses we've received from both consumers and the sales force have been resoundingly positive."
Correction: This piece has been updated to reflect the touring schedule of the trunk show and the nature of the pop-up shop.
