Former NFL Wide Receiver Hakeem Nicks Joins Tanqueray Gin Campaign

(Photos: Tanqueray Gin)

On Wednesday, Tanqueray Gin unveiled its “Classic or Nothing” brand campaign featuring a guest appearance from former New York Giants wide receiver Hakeem Nicks.

As its name implies, Classic or Nothing is all about the old favorites — in the case of Tanqueray, tried-and-true cocktails paired with beloved foods. The brand kicked off the campaign on Sunday with a themed dinner at the MetLife Stadium featuring martinis and fries. Hakeem showed up to sip his drink of choice, the Tom Collins, alongside a serving of “dirty fries” topped with fried chicken and spicy honey mustard. The recipe was intended as a tribute to his North Carolina roots.

Tanqueray says that the Classic or Nothing diner series will be taken on the road across the country, though has not specified which cities it can be expected in.

“‘Classic or Nothing’ is more than just a tagline; it is the declaration of legends who know what they want and won’t be convinced otherwise,” Devaunshi Mahadevia, Director of Gin at DIAGEO North America, remarked in a news release. “Doubling down on Tanqueray’s nearly 200 years of quality credentials, our gin stands out in a category of young experiments. With this campaign, we are looking to deliver on a cultural return to classics, honoring our legacy of great cocktails.”

Tanqueray Gin was originally distilled in 1830 by the titular Charles Tanqueray. Its recipe — which the brand claims is a “closely guarded trade secret” — is only confirmed to contain juniper, coriander, angelica root and licorice.

The brand has historically worked closely alongside character actor Stanley Tucci, who’s been recruited for a number of ad campaigns and global residencies over the past few years. Other celebrity benefactors include Snoop Dogg, who was enlisted in 2017 to curate a collection of creative influencers dubbed “The Tanqueray TEN.” The group included, among others, rapper Ty Dolla $ign, actor Terrence J and jewelry and fashion designer Melody Ehsani.

For more information on the Classic or Nothing campaign, find more details on the Tanqueray Gin Instagram page.