At Mediaplacement, we pride ourselves on delivering high-impact, culturally relevant product placements that don’t just appear — they resonate. Our recent collaboration with Tanqueray in the Netflix blockbuster Happy Gilmore 2 is a prime example of how Strategic brand integration can spark conversation and drive lasting visibility.
The Opportunity
Happy Gilmore 2, the long-anticipated sequel to the beloved sports comedy, quickly became a global hit — amassing over 50 million viewers within its first month of release. Featuring a star-studded cast including Adam Sandler, Ben Stiller, Julie Bowen, Bad Bunny (Benito Antonio Martínez Ocasio), and Travis Kelce, the film offered a rare chance to align a heritage spirits brand with a culturally iconic, humor-driven storyline.
Tanqueray’s cameo wasn’t just a visual — it was a verbal product placement, seamlessly woven into a dialogue-driven moment between characters. Keegan Bradley says: “I asked for a Tanqueray and tonic, but I think they gave me Bombay instead.” Moments later, Oscar (played by Bad Bunny) says: “Gentleman would like new gin and tonic. He said Bombay, not Tanqueray.”
This Strategic brand integration and natural inclusion amplified Tanqueray’s brand equity and placed it at the center of a comedic, memorable exchange viewed by tens of millions.
The Strategy Behind the Placement
Mediaplacement worked closely with the film’s production team, brand stakeholders, and creative leads to ensure the brand integration felt authentic, character-driven, and aligned with the film’s tone. Our goal was to create a placement that was not only entertaining but also emotionally sticky — something audiences would remember, quote, and associate with both quality and culture.
By leveraging a scene that involved globally recognized talent like Bad Bunny and Travis Kelce, the placement gained additional reach through fan engagement across platforms.
The Results
- 50M+ viewers in the US (and growing)
- Increased cultural relevance through alignment with major pop culture figures
- A brand moment that blended entertainment and storytelling — not just a logo
Why It Worked
Great product placement is about more than just visibility — it’s about relevance. By ensuring the scene reflected the characters, the setting, and the humor of the moment, we turned a drink order into a cultural moment for Tanqueray.
This placement illustrates how entertainment marketing can strengthen brand identity, drive conversation, and connect with audiences in a meaningful way — when done right.
