the Last Drop
Sarah Jessica Parker swaps her Cosmopolitan for Tanqueray martini
Tanqueray gin announced a new global partnership with actor, producer and businesswoman Sarah Jessica Parker. In this new partnership, Parker will bring the brand’s bold, uncompromising “Classic or Nothing” spirit to life, starting in the United States. The partnership is rooted in founder Charles Tanqueray’s nearly two-century legacy of craft and experimentation, uniting two cultural icons who champion the enduring power of time-honored classics and the legends who choose them, the brand says. To unveil the collaboration, Parker famously trades in her iconic Cosmopolitan cocktail for a Tanqueray martini. She is joined by Joseph Hall, global Tanqueray brand ambassador, who shares his tips and tricks for crafting the ultimate Tanqueray Dirty Martini. The announcement marks the continuation of a broader Tanqueray initiative to collaborate with influential cultural voices who embody the craft, confidence and iconicity of choosing classic, it says.More details and experiences will be revealed in the coming months, it notes. The movement is rooted in 300 No’s and echoes the brand’s quest for excellence through the London Dry Gin. The launch commences through a campaign called There’s an N and an O in every ICON. “Tanqueray’s heritage is built on the foundation of never compromising,” said Patricia Borges, Diageo’s global gins and rums director, in a statement. “Through this partnership, we are celebrating the No’s over the Yes’s, as ultimately these are what lead you to something truly iconic. With her fearless refusal to compromise, Sarah Jessica Parker was the perfect choice as our inaugural cultural voice for this movement and to launch the There’s an N and an O in every ICON.”
Electrolit is fueling greatness with Timothy Weah
Electrolit announced a new partnership with Timothy Weah, the American professional soccer athlete, who currently plays for Olympique de Marseille of France's Ligue 1. Coinciding with the lead-up to soccer’s moment in the U.S., the partnership marks a strategic alignment between the soccer star and a brand committed to fueling peak performance through scientifically formulated hydration. Electrolit will fuel Weah both on the pitch and through every moment of training and preparation leading up to soccer's main event in 2026 as he plays for the U.S. team yet again, it says. The collaboration will feature Weah in a national Electrolit campaign, with an in-store POS suite, and Weah also will be highlighted in a variety of activations that Electrolit has planned surrounding the most anticipated soccer tournament of the decade, it notes. The digital spot is now live across Weah and Electrolit's Instagram accounts. “The campaign is rooted in my hometown of New York City, and Electrolit has been an amazing creative partner, giving me the freedom to express myself in the partnership and show the world where I am from and what we get up to,” Weah said in a statement. “I’m looking forward to future creative collaborations with the brand.”
Anheuser-Busch gets Super Bowl ready
Anheuser-Busch announced that Michelob ULTRA, Budweiser and Bud Light will unveil all-new commercials during the broadcast of Super Bowl LX on Feb. 8. As the Official Beer Sponsor of the NFL for over 20 years, Anheuser-Busch maintains its role as a leader in sports and entertainment marketing by activating its iconic portfolio of brands on a global scale, fueling game-day traditions and showing up for fans during the sporting events that matter most to them, it says. “We’re now in a one-of-a-kind year for sports and entertainment in America, and we’re primed to kickstart our plans at Super Bowl,” said Kyle Norrington, chief commercial officer at Anheuser-Busch, in a statement. “As one of the most prolific advertisers in Super Bowl history, our new spots will provide fans with the first look at what they can expect throughout this extraordinary year as our portfolio of brands show up to celebrate unparalleled events including the World Cup, the Winter Olympics, America’s 250th birthday and Budweiser’s 150th anniversary.” As the Official Beer Sponsor of Team USA and a staple for watching football, Super Bowl LX is the perfect stage for Michelob ULTRA to bring these two iconic moments together with a commercial about America’s competitive spirit. This year, Budweiser is returning to the Super Bowl with a spot that honors its longstanding and ongoing legacy in American culture. And Bud Light will return to the Super Bowl stage — highlighting the brand’s passion points of sports and music — the official beer sponsor of the NFL will debut new creative that celebrates the universal fixture of any great Super Bowl LX party: the keg.
Culture Pop, Noah Kahan strengthen partnership to support mental health
Culture Pop Soda and Noah Kahan have been working on something special since announcing their partnership in Fall 2025. Both New England-born, Culture Pop and Kahan are proud to introduce Noah Kahan's Limited-Edition Sparkling Black Cherry, a reimagined version of his favorite Culture Pop flavor, created to give back. The limited-edition release is aligned to a day-one donation of $100,000 from Culture Pop Soda to The Busyhead Project, Kahan's mental health initiative. Solidified in October 2025, the partnership between Kahan and Culture Pop Soda is one built on authenticity and New England roots. Known for multi-platinum hits like “Stick Season” and “Dial Drunk,” Kahan has built a global fanbase by embracing realness with honesty. “The best part about this collab is that it's in support of The Busyhead Project, an initiative I founded to provide resources and information needed to end the stigma around mental health,” Kahan said in a statement. “Having a partner that supports that mission means the world to me.” Unlike standard celebrity endorsements, this is a mission-first collaboration, anchored by Culture Pop, making a donation to The Busyhead Project. “It’s been great working with Noah on this project,” said Tom First, founder and CEO of Culture Pop Soda, in a statement. “He cares so deeply about The Busyhead Project and we are thrilled to work with him and support his efforts. It's not a surprise that he’s found so much success. He puts his heart into everything he does. Everyone should go out and grab a Noah edition Black Cherry. It’s refreshingly real, like Noah.”
The Most Interesting Man in the World returns
After nearly a decade, Dos Equis is bringing back The Most Interesting Man in the World with the legendary rallying cry, “Stay Thirsty, My Friends,” to reawaken a sense of curiosity, boldness, and story-rich living, the brand says. The iconic advertising figure, portrayed by actor Jonathan Goldsmith, made his highly anticipated return through a non-traditional, integrated campaign, with a 45-second commercial that aired during the college football title-game broadcast. The original campaign (2006-2016) became a cultural phenomenon, popping up in memes, appearing on late night shows, and generating social conversation, which helped to more than triple the size of the Dos Equis brand. The new campaign highlights that life is better when seeking out adventures, culminating in the character’s iconic closing line: “I don’t always drink beer, but when I do, I prefer Dos Equis.” “We knew the public thirst was massive: Our research found that 83% of people exposed to the original campaign wanted to see it return, and the old ads drove an incredible 97th percentile brand recall in recent testing,” said Alison Payne, chief marketing officer at HEINEKEN USA, in a statement. “While this campaign has been off the air for nearly a decade, the love for The Most Interesting Man in the World never faded. That’s why we’re relaunching the ‘Stay Thirsty’ campaign to drive excitement among fans and inspire a new generation to be bold, be curious, and stay thirsty for new adventures. Because an interesting life is full of stories, ones that you will want to tell your friends about over a beer; preferably Dos Equis, of course.”
