Partnership was designed to help spread the lifestyle and help users create good moments
Tanqueray announced a partnership with Alexa, Amazon’s artificial intelligence, with the aim of elevating the consumer experience.
Now, AI will be the official ambassador of the brand’s recipes, teaming up with Manu Gavassi to help spread the lifestyle and help users create a good time at home.
“One of Tanqueray’s missions as a brand is to be present in the main moments of celebration for its audience. Transforming the ordinary into something special is the idea of Tanqueray’s ‘Live the Magnificent’ campaign and the initiative in partnership with Alexa helps to provide this experience”, said Paula Lopes, head of White Spirits and Licores at Diageo, the company that owns the gin brand.
The partnership consists of the development of a new skin, “Tanqueray’s Magnificent Intelligence”, which will be available to all Alexa users starting this Friday (30). By activating the command “Alexa, toast the magnificent”, the consumer will have access to the functionality that starts by asking a few quick questions about preferences and flavor.
From there, she will give tips for preparing the drink and make suggestions to increase the consumption occasion. In addition to suggesting personalized recipes, Alexa will also facilitate the purchase of ingredients on Amazon.
The partnership with Alexa was born from a demand identified in a survey carried out with gin consumers, promoted by Arc, in 2023, which found that many consumers do not know how to perform or feel insecure about preparing simple recipes at home, such as the classic Gin Tnica .
The agency is also leading the campaign to announce the partnership, which also includes AlmapBBDO on the media front and Index, responsible for PR and Influencer Marketing.
“Observing our consumer’s behavior, we noticed a strategic bottleneck: the lack of knowledge about preparing drinks. That’s why the opportunity to take advantage of Alexa seemed like the ideal solution to bring drink recipes and tips for magnificent moments with Tanqueray to more people from all over the world. fun way!” highlighted Nicole Ortiz, Planning Manager at Arc.
“Tanqueray’s Magnificent Intelligence” will be active for all Alexa users, both via device and mobile app, for six months. During this period, the tool will receive updates on the labels and can work to communicate brand news firsthand and even distribute exclusive benefits.
“A very powerful insight came from the data regarding Alexa’s number of active users, which tells us that if she has a lot of followers, she is a great digital influencer. And so, we turned her into our ambassador for Tanqueray. Therefore, creating this project was exciting, we connected artificial intelligence with occasions and drinks for consumers”, added Tatiane Piovezam, Creative Director at Arc.
