Bombay Sapphire launches global campaign
Bacardi-owned Bombay Sapphire has launched a new global campaign, Step Into The Blue, which celebrates the ‘beauty of life’.
The gin brand’s campaign includes a new visual world inspired by its signature blue-hued bottle.
Launching globally from this month (May), it will feature an integrated 360-degree approach in key markets such as Western Europe, North America and Australia.
Step Into The Blue will span marketing, social media, experiential activations, influencer partnerships and brand collaborations.
At the heart of the campaign – brought to life by photography duo Gentl & Hyers – is the brand’s classic G&T serve, positioned against nature’s blue backdrops.
Bombay Sapphire will also roll out a paid media campaign from 19 May across the UK and Italy, followed by France on 26 May and North America on 1 June.
The launch is said to mark the beginning of a new chapter for the Bacardi-owned brand, as it prepares to unveil a series of immersive, multi-sensory experiences, including a new major global sports sponsorship deal set to be revealed in the coming weeks.
Natasha Curtin, global vice president at Bombay Sapphire, said: “We all know how fast-paced life can be, and how easy it is to slip into autopilot. Step Into The Blue is an invitation to reconnect with the beauty that surrounds us. We’re encouraging everyone to find their own moments of beauty each day, and to fully embrace them.”
Bombay Sapphire’s distillery in Laverstoke Mill, Hampshire, England, was established in 2014 and celebrated its 10th anniversary last October.
In December, the brand launched an initiative to make gin “more accessible” to US consumers.
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