Diageo has recruited American actor Sarah Jessica Parker to feature in a worldwide activation for its Tanqueray gin brand.
The group unveiled the Sex and the City star as a global brand ambassador for Tanqueray today (12 January). The role, financial details of which were not disclosed, is the first in a marketing strategy for the gin that will feature “hand-picked cultural voices to celebrate spectacular effort and craft”, according to Diageo.
The campaign, ‘ There’s an N and an O in every ICON’, will consist of unspecified “brand experiences” that will be unveiled throughout the year. Among the markets to host the experiences are Brazil (including an appearance at Carnival in Rio de Janeiro next month), China, India, Italy, the UK and the US. A spot (below) will also run online via Tanqueray’s digital channels.
“Through this partnership, we are celebrating the ‘no’s’ over the ‘yes’s’, as ultimately these are what lead you to something truly iconic,” said Diageo’s global gins & rums director, Patricia Borges. “With her fearless refusal to compromise, Sarah Jessica Parker was the perfect choice as our inaugural cultural voice for this movement and to launch ‘There’s an N and an O in every ICON’.”
Almost exactly a year ago, Diageo’s North America unit ran ‘Classic or Nothing’, a social media-led push for Tanqueray that was backed by activities at events such as American football games.
