Tanqueray Gives Us the Jonas/Bridgerton Mashup We've Been Waiting For
Waiting with bated breath for Lady Whistledown to spill the latest tea seems like a typical day in Regency-era London, where the corsets are tight and the pinkies are up.
Season 2 of Netflix's Bridgerton drops on Friday (March 25). Tanqueray is partnering with the show to elevate tea time to "T-Time" while giving the internet the Joe Jonas-Bridgerton crossover event it yearned for in a 2:15 video, created by agency The Community, that's full of octane, fancy attire, raised pinkies and dancing.
Jonas, who has worked with Tanqueray since 2021, plays a Bridgerton-in-training alongside Jonathan Bailey, aka Anthony Bridgerton, and Bridgerton superfan and comedian Phoebe Robinson.
"Through our partnership, Tanqueray and Bridgerton will show fans how they can transform their everyday by boldly embracing their inner fancy and immerse themselves in the world of the show with a delicious tea-inspired Tanqueray cocktail," says Christina Choi, SVP of rum, tequila and gin at Diageo.
The video begins with Jonas leaning into internet lore about the distinct similarities between the Bridgerton brothers and the Jonas brothers. But he needs help. Bailey coaches him in the Bridgerton ways by video call while Robinson provides in-person advice as "The Queen." Step one is wearing the proper attire, sipping a Tanqueray martini and color commentary from Bailey. Step two is a lesson in proper sipping techniques. Robinson has Jonas lick her spoon so she can later sell it online. The final step is dancing. Sophistication is thrown out the window and we're here for it. Yas King!
Bailey offers his overall feedback, describing Jonas as a Bridgerton who's "a really distant, estranged cousin." On the flip side, there's no way Bailey is ready to be a Jonas. Perhaps by Season 3?
"The partnership with Joe Jonas comes at the perfect time as the internet took wind of the many similarities between the Jonas and Bridgerton families," Choi tells Muse. "Aside from being a true Bridgerton fan, Joe Jonas embodies the Tanqueray "Damn Fancy" persona and continues to display meaningful engagement with key audiences for the brand. Through Phoebe's interpretation of the show and Jonathan's real-life experience in the role, the two of them were the perfect match for Joe Jonas to learn 'How to be a Bridgerton.' "
The video is running on Tanqueray's social channels and Clevver News, Elle and Entertainment Weekly.
Fans can win one of three Bridgerton experiences by uploading videos and pics of how they #makeitTtime. The grand prize is a stay in NYC, with period piece attire, a "T-time" happy hour and VIP access to The Queen’s Ball. Remaining prizes are a Bridgerton watch party at a fancy hotel suite and a live oil painting, as in, you and your friends cosplay Bridgerton and someone will paint you on the spot.
If that's not enough, limited-edition Tanqueray x Bridgerton cocktail kits are available for purchase that include recipes for custom cocktails, teacups, teaspoons and white elbow-length gloves. Because you're fancy.
CREDITS
Netflix Marketing Partnerships
Creative: Chidera Ufondu
Strategy: Aneka Myles
Partnership Lead: Kevin Simms
Creative Producer: Nick Feder
Diageo
Christina Choi, Diageo SVP - Gin, Rum, Tequila
Jamie Hakim, Diageo Brands in Culture- Gin, Rum, Tequila
Dorothy DeVenecia, Diageo Brand Director, Tanqueray
Andres Romero, Diageo Senior Brand Manager, Tanqueray
Shomari Tomlinson, Diageo Associate Brand Manager, Tanqueray
Jill Mccaffrey, Diageo Customer Planning & Activation Director- Gin, Rum, Tequila
Caitlin Dorgler, Diageo Central Media Manager
Hannah Tanau, Diageo Senior Manager of Digital Activation
Mimi Wu, Diageo Digital Media Analyst
Kelley Campbell, Director of Marketing Procurement
Amanda Cassatta, Diageo Procurement Manager - Advertising Content & Production
Lindsay Wallner, Diageo Brands in Culture Director - Branded Entertainment
The community
Chief Creative Officer, Global - Joaquin Molla
Chief Creative Officer, Global - Jose Molla
Chief Creative Officer, NY - Frank Cartagena
Group Creative Director - Lucas Bongioanni
Head of Art & Design - Marc Schwarzberg
Creative Director -Federico Diaz
Creative Director - Juarez Rodriguez
Creative Director - Cora Fernandez
Associate Creative Director - Marcelo Maciel
Associate Creative Director - Martin Stuart
Associate Creative Director - Aldo Gonzalez
Associate Creative Director - Federico Aubone
Senior Art Director - Remy Law
Senior Copywriter - Lyndsey Stormer
Director of Communications - Kara Stockton
EVP, Head of Integrated Production - Laurie Malaga
Executive Producer - Chris Parke
Senior Producer - Henna Kathiya
Associate Producer - Kevin Hermanni
President - Marci Miller
Sr. Brand Lead - Jessica Patino
Brand Supervisor - Veronica Salgueiro
Senior Brand Associate - Madison Fortna
Brand Associate - Isabelle Feanny
VP, Strategy - Anthony Mariello
Group Strategy Director - Eric Tsai
Associate Connections Director - Jacqueline Hernandez
Strategist - Alejandro Cardenas
Sr. Business Affairs Director - Natalie Greenman
Sr. Business Affairs Manager - Daphne Papadopulos
Proofreading Manager - Ursula Carpio
DIAGEO PR & SOCIAL AGENCY
Company - Hunter PR
DIAGEO TALENT AGENCY
Company - StarPower LLC
DIAGEO MEDIA AGENCY
Company - PhD Media
Global Planning Director - Joe Castillo
Planning Supervisor - Grace Havard
Associate Digital Director - Justina Santiago
Strategist - Julia Baum
Associate Director - Jake Matz
Assistant Strategist- Grace Collins
Digital Director - Johnny Chappell
Digital Investment Analyst - Paige Walken
Associate Director - Joe Ann Park
Associate Director - Jennifer O’Halloran
PRODUCTION COMPANY
Production Company - Tool
Director - Adriana Robles
DP - Chris Blauvelt
Executive Producers - Laura Macauley
Line Producer - Melissa Murphy
EDITORIAL AND FINISHING
Company - MackCut
Editors - David Koza, Gus Roman
Assistant Editor - Cassi Waciega
Flame Artist - Jim Hayhow
Post Executive Producer - Gina Pagano
2D Artist - Maebe Wood
COLOR
Color Company - Company 3
Colorist - Kath Raisch
Head of Production, Short Form - Julia Paskert
Color Producer - Katie Andrews
MUSIC - HUMAN
Composer - Alexandra Gordon, Andrew Bloch
Production - Kenzo Perron, James Dean Wells
MIX
Mix Company - Sound Lounge
Audio Mixer - Tom Jucarone
Executive Producer - Dana Villarreal
PHOTOGRAPHER / ILLUSTRATOR
Photographer - Steven Lake
