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Bacardi-owned Bombay Sapphire has debuted its first main marketing campaign for the US, highlighting its signature gin and tonic serve.
Natasha Curtin: “We need to make ‘Bombay and tonic’ a family title”
The Senses Stirred marketing campaign showcases the Bombay and tonic in a mode the model calls a ‘collage’ of ‘creative installations’, with pictures together with ice cubes in a glass and a botanical backyard.
The sequence of six-, 15- and 30-second movies was directed by Alan Masferrer, who has beforehand labored with BMW and Moncler.
“I’ve a specific affinity for the Bombay and tonic because it was the drink my dad and mom met over, so I used to be undoubtedly excited to collaborate with Bombay Sapphire on this marketing campaign for instance this story of the last word sensory drink expertise via our metaphorical installations of the bubbles, vapour mist, glowing ice dice, citrus and botanical components,” Masferrer defined.
Natasha Curtin, international vice-president for Bombay Sapphire, stated the marketing campaign’s goal was to show the Bombay and tonic right into a go-to drink: “The aim of our first main model marketing campaign in North America is to awaken the senses and illustrate the superior style expertise when our signature Bombay and tonic serve is consumed, because of our delicate vapour-infusion course of and distinctive mixture of 10 all pure, sustainably sourced botanicals.
“We need to make ‘Bombay and tonic’ a family title for the gin and tonic ingesting second, at any time when easy refreshment known as for. By means of Masferrar’s gifted eye and cinematic qualities we had been in a position to create a really distinctive spot within the spirits house – one which spotlights the elevated, balanced and refreshing nature of the Bombay and tonic.”
The marketing campaign is ready to launch subsequent week, airing on community and cable programmes in North America. The TV spots will probably be accompanied by digital and social campaigns, in addition to by on-trade and e-commerce advertising.
Bombay Sapphire is the second-biggest-selling gin in the world, and earned the title of Social Media Hero in our 2021 Model Champions report. Earlier this yr, the model introduced its intention to gain sustainable certification for all 10 of its botanicals; eight have already been licensed.