Tanqueray Plans an Elaborate Promotional Toast to Netflix’s Second Season of ‘Bridgerton’

variety.com:

Brian Steinberg Senior TV EditorTanqueray wants to raise a glass to the second season of Netflix’s “Bridgerton” — and generate some publicity for itself while doing so.The Diageo gin brand is teaming up with the streaming-video giant in a promotion that aims to create a new social occasion that’s tied to the themes of the drama series, which is set in London during Britain’s Regency era.

The two companies are set to release a video for followers of their social accounts that will show Joe Jonas, comedian Phoebe Robinson and “Bridgerton” actor Jonathan Bailey turning “tea time” into “T-time” while exploring many themes of the series.When it comes to working with Netflix, traditional commercials just won’t do.

The streaming service doesn’t sell them (at least, not right now). And many marketers are finding that reaching consumers in an era when many are leaving linear TV for streaming video requires new tactics. “We need to always continue to find ways to give value to our consumers,” says Christina Choi, senior vice president of rum, tequila and gin at Diageo, in an interview.

To attract attention these days, she says, advertisers need to be more mindful of offering a consumer something in exchange for their time. “We are not trying to push something on you.