TONY SINCLAIR FEATURED ON USA NETWORK

Diageo’s Tanqueray gin has partnered with USA Network for a custom sponsorship campaign featuring Tony Sinclair, Tanqueray’s fictional spokesperson. The Tanqueray sponsorship, which runs from December 11-21, will feature scripted live-action promos where the characters behind some of the country’s most memorable brands share their background story.

Tanqueray is the number-two gin brand in the U.S., generating 1.4 million cases in a category that has struggled to hold its ground over the past five years. (WSD is expecting a comeback soon though, just wait and see.)