The White Lotus has returned and Diageo is celebrating.
Ketel One Vodka & Tanqueray Gin have partnered with Max, HBO and actor Patrick Schwarzenegger for a campaign to promote the Season 3 premiere of the show along with special series-inspired cocktails.
“The strategy behind our ‘Sip into The White Lotus’ campaign was to create an engaging world that Ketel One Vodka and Tanqueray Gin could be a part of, ultimately enhancing the experiences of fans gathering—on social media, at bars, or at home—to watch and discuss the series,” said Julie Yufe, senior vice president of vodka, gin and rum at DIAGEO North America. “Our intention is to offer the next generation of cocktail enthusiasts an opportunity to discover and appreciate the quality and craftsmanship that Ketel One Vodka and Tanqueray Gin are celebrated for around the world.”
The effort includes a short film starring Schwarzenegger, who plays a bartender in Thailand, the setting of this season’s show. He serves up Ketel One Family Made Vodka and Tanqueray Gin cocktails.
“We’ve created content, experiences, and collaborations centered around sophisticated cocktails inspired by season three’s location, story, and characters,” added Yufe. “In doing so, we are helping to build hype for the series’ return, allowing fans to immerse themselves in the show’s elevated decadence.”
The brand has also created limited edition series-inspired cocktail kits which includes recipes for the Vesper Martini and The White Lotus Punch, so viewers can make their own drinks at home.
“As brands at the forefront of culture, these collaborations help reinforce brand identity, attract new audiences, and ensure a lasting presence in culture,” said Yufe. “Authenticity is key, as it enables brands to leverage equity and create something fresh and unique that fosters affinity with consumers, enhancing brand appeal through experiences only possible through such collaborations.”
The campaign also includes a giveaway for the chance to win a trip to a luxury hotel in Thailand through April 6th. “A sweepstakes to Thailand, as part of our partnership with The White Lotus season three, is a natural extension of the ‘Sip into The White Lotus’ campaign strategy to elevate consumer experiences while aligning with the show’s luxurious and exotic settings,” said Yufe. “By offering a trip to a luxury hotel in Thailand, we’re able to immerse our audience in the same sense of luxury and escapism that the show embodies while reinforcing the premium quality and hospitality synonymous with Ketel One Vodka and Tanqueray Gin.”
“Additionally, a once-in-a-lifetime opportunity like this helps us attract new fans who are passionate about the show and interested in luxury travel, while strengthening our brand values of sophistication and premium quality,” she continued. “Ultimately, it’s about creating an unforgettable connection with fans and amplifying the excitement around our partnership with The White Lotus season three.”
The campaign also includes immersive events like watch parties at more than 100 bars and restaurants nationwide. “Consumers can join the fun by following local social media accounts, where participating venues will post invites and event updates,” explained Yufe. “Each location will share event details on their social channels, and while we’re still finalizing the list of spots, we’ll be sure to share the full details with you and your readers as soon as they are so they can easily find the nearest event and join in on the excitement.”
