Entertainment Weekly

Subscribe

Stay Connected

Subscribe

Advertise With Us

Learn More

Skip to content

Article

Entertainment news for May 2, 1997

Tanqueray Gin made headlines this week

Posted on

GIN BIZ Tanqueray Gin may have scored the biggest promotional coup since Tom Cruise wore Ray-Bans in Risky Business. The liquor’s latest print ad, in which the martini-swilling spokescharacter Mr. Jenkins touts his cameo in Volcano, is no joke. In the film, a Tanqueray ad appears on a bench and also on a bus kiosk just before it gets steamrolled by a river of lava. The deal marks the first time Twentieth Century Fox — which has a policy against tie-ins with hard liquor and cigarettes — has made such a partnership. ”We just thought the ad was so clever,” explains Steve Ross, Fox’s senior VP of worldwide promotions. And so inexpensive, too. While Volcano got a free plug from Schieffelin & Somerset Co., Tanqueray’s importer, the gin folk saved what could have been up to 50 grand on product placement. ”It’s just a nice cross- promotion,” says Larry Greifer, VP of entertainment marketing at S&S. ”We like their product, they like ours.” We’ll drink to that.

Comments