For the third season of the acclaimed television series, we wanted to find new ways to break through the noise, connect with our target audiences wherever they are engaging in daily life, and ultimately grow viewership for the series overall.
Leaning into indulgence, sophistication, and elevated leisure, Diageo's Ketel One Vodka and Tanqueray Gin brands aligned seamlessly with The White Lotus. Partnering with the spirits brands allowed The White Lotus to bring its luxury resort experience into the real world in new ways - curated cocktails and immersive experiences.
The execution had to be as sophisticated as the brands, so Diageo sought out the perfect intersection of Tanqueray and Ketel One with the White Lotus Vesper Martini. Alongside the vibrant White Lotus Punch - they unveiled these Thai-inspired cocktails in a co-branded content piece starring breakout Season 3 actor Patrick Schwarzenegger.
To promote the collaboration, Diageo came on board as a sponsor for the Season 3 finale marketing event, created retail footprints in stores across the US, fueled the ultimate dream with a grand sweepstakes to win a trip to the actual luxury resort in Thailand, and sent cocktail kits to influential fans. And Diageo also brought the celebrity power directly to the audience, hosting three surprise happy hours with Patrick Schwarzenegger behind the bar to connect with fans across the country.
The results were massive, generating 6.9 BILLION earned impressions, over-delivering Diageo's original KPI by six times. With 211 pieces of branded content created around the program and a feature in almost every top target press outlet, the partnership generated a consistent stream of cultural currency.
The partnership with Diageo supported the success of Season 3, the added earned media and social conversation contributing to increased engagement and visibility around Season 3 which reached a series high of 6.2M viewers (30% above previous series highs).
