The campaign - inspired by perfectionist Charles Tanqueray - will see the brand team up with nine of the UK’s leading luxury brands and craftsmen.
Perfect Ten has been developed in association with 10 Magazine, to communicate the luxury gin’s positioning and to raise its profile among UK consumers.
As part of the campaign the brand will reveal a series of partnerships throughout the year, including globally renowned photographer Maria Ziegelbock, luxury travel brand Belmond and international product and interiors designer, Lee Broom.
Activity associated with the campaign will include consumer experiences, bespoke cocktails and tailor-made products for the off-trade.
The launch of the campaign begins with a partnership between the gin and cult florist Rebel Rebel. The ‘Hanging Gardens of Kyoto Terrace’ will open throughout September, with the florist transforming the bar and restaurant and aqua Kyoto into and immersive garden experience, taking inspiration from traditional Japanese gardens and the botanicals of Tanqueray No. Ten. Small citrus trees will also enclose a nod to the gin’s distillation process, which uses whole fresh citrus fruit.
Tim Homewood, Tanqueray No. Ten brand ambassador commented: “The Perfect Ten campaign has been put together to show Tanqueray No. Ten’s luxury positioning within both the on and off-trade.
“As a brand built on the passion and craftsmanship of Charles Tanqueray, the partners were perfect choices as their own premium credentials, heritage and positioning mirror that of Tanqueray No. Ten. We're really excited about the number of great opportunities that this campaign will present, allowing us to do some really engaging activities with both trade and consumers.”
The brand is in growth by 41.4% in value across all trade channels, according to CGA (year to 14 May, 2016).