Sex in the City star Sarah Jessica Parker is celebrating the power of saying no in a global campaign for Tanqueray.

The campaign celebrates the power of saying no, claiming that it is in fact the ‘no’s in life that take us the furthest. The work features an above the line campaign and on and offline brand experiences centred around the creative idea that icons are built on saying no.

Patricia Borges, Global Managing Director of Gins and Rums for Diageo, explained: “Tanqueray’s legacy is all about never compromising. With this partnership, we’re celebrating the ‘no’s rather than the ‘yeses’ – because it’s the ‘no’s that ultimately put us on the path to something truly iconic.”

She continued: “Because of her fearless refusal to give up on her vision, Sarah Jessica Parker was the perfect choice for our first cultural voice for this movement, and to launch ‘There’s an N and an O in every ICON.’”

Sarah Jessica Parker added: “The ‘no’s I’ve collected throughout my life and career helped shape me, push me – and, more often than not, carried me to the most unexpected and spectacular places. They’ve become part of the adventure, and I’m grateful for every single one.”

The campaign is firmly rooted in the heritage of the Tanqueray brand. Almost two centuries ago, Charles Tanqueray said no to over 300 recipes featuring various botanicals until he hit the perfect mix for Tanqueray London Dry Gin. 

The campaign was developed by AlmapBBDO and has been designed to position the Tanqueray brand at the heart of culture, conscious choices and excellence.

“Tanqueray is a brand that helped define premium gin in Brazil in recent years. This partnership with Sarah Jessica Parker is the cultural expression of values that the brand has always cherished: consistency, excellence, and staying true to its own standards. This is a global movement that reinforces our long-term ambitions for Tanqueray in the country, as the category matures and consumers become increasingly attuned to the quality, history, and purpose of the brands they choose,” explains Guilherme Martins, Diageo’s Chief Marketing Officer in Brazil.

Filipe Cury, Executive Creative Director for AlmapBBDO, added: “When you’re able to find the sweet spot where the brand’s values meet human behavior and cultural tensions, that makes your work resonate all the more. In our case, we were lucky enough to have a star like SJP, who shares in all those truths and helps us bring them to the public with a unique, powerful approach.”

The campaign is a compelling January reminder that not only is ‘no’ a complete sentence, but it can be a powerful tool in reaching your full creative potential.