<em>"Mr. Jenkin's character is presumably forsaking his swingin' martini-fueled lifestyle to participate in the bike ride and encouraging others to do the same."</em> Tanqueray contributed $550,000 and included the AIDS bike ride theme in their advertising campaigns on bus shelters, billboards, and magazines. The AIDS ride became Tanqueray's brand strategy and their personna was displayed throughout the bike rides on banners, water bottles, t-shirts, trucks, etc. They hosted AIDS ride awareness nights at hundreds of bars. Brand sales increased due to the emotional connection they made with the riders and national press coverage.The AIDS ride was criticized because the money donated to charity was disproportionately low in relationship to funds that were recieved.