Bombay Sapphire launches first US film ad campaignBy Arabella Mileham
Gin brand Bombay Sapphire has launched its first US film advertising campaign this year, which will tap into the growing interest for the classic G&T cocktail in the US.
The Senses Stirred campaign, which has been directed by Alan Masferrer, comprises three variations, a 30, 15 and 6 second ad, which highlight how the perfect gin and tonic affects the senses, making it “more than a cocktail”. Launched on 9 August, it will be shown with the film spots on network and cable programs, along with a range of digital and social-first assets and a series of on-premise programming, digital ecommerce, and physical elements that will be announced throughout the summer.
The brand said it highlighted an untapped opportunity to drive interest in the classic drink, especially with the popularity of gin continuing to rise in the US. The IWSR recently predicted hat the premium-plus gin segment would continue to grow by double-digits through to 2023.
It is the first time the Bacardi-owned gin brand has worked with Masferrar, who is best known for his award-winning music video and commercial work. His previous campaigns including advertisements for BMW and Moncler.
Natasha Curtin, global vice president for Bombay Sapphire said the goal of its first major brand campaign in North America was to “awaken the senses and illustrate the superior taste experience when our signature Bombay & Tonic serve is consumed, thanks to our delicate vapor-infusion process and unique combination of 10 all natural, sustainably sourced botanicals,”
“We want to make ‘BOMBAY & Tonic’ a household name for the gin and tonic drinking moment, whenever effortless refreshment is called for,” she said. “Through Alan Masferrar’s talented eye and cinematic qualities we were able to create a truly unique spot in the spirits space – one that spotlights the elevated, balanced and refreshing nature of the Bombay & Tonic.
Masferrar said he had an affinity for the Bombay & Tonic as it was the drink his parents met over. “I was definitely excited to collaborate with Bombay Sapphire on this campaign to illustrate this story of the ultimate sensory drink experience through our metaphorical installations of the bubbles, vapor mist, sparkling ice cube, citrus and botanical ingredients.”