Bombay Sapphire has launched its new campaign, Step into the Blue, celebrating the brand’s signature bottle and distinctive identity. The initiative spans digital out-of-home, video, social media, influencer activations, PR, and a new pan-European media partnership.
The campaign’s visual style is warm, rich, and immersive, evoking the calm of a slow summer day and encouraging viewers to pause and savor small moments. Natasha Curtin, global vice president at Bombay Sapphire, explains: “The blue bottle was our starting point, but blue represents more than color. It’s a feeling, a symbol of discovery, an invitation to freshness.”
Curtin notes that the brand has always prioritized immersive experiences, recalling its collaboration with Baz Luhrmann in 2022. In a crowded market, the goal is for the work not just to be seen, but to be felt.
The concept is rooted in the idea that, in a fast-paced world, being fully present is increasingly valuable. Curtin points to recent moments when people disconnected from digital distractions, highlighting a broader cultural desire for connection. Research from Mintel and insights from Professor Dacher Keltner informed the campaign, emphasizing the power of awe and everyday wonder to help people pause and step out of autopilot.
Trends on TikTok also reflect this desire to disconnect, with users posting videos under the theme “I forgot this is what it’s all about.” As a regulated alcohol brand, Bombay Sapphire focuses on visual storytelling through platforms like Pinterest and Instagram to reach audiences responsibly.
The campaign features photography by Gentl & Hyers, known for their evocative food and drink imagery. Curtin describes the duo as “magicians” who balance premium appeal with approachability while beautifully showcasing the brand’s iconic blue.
In the coming weeks, Bombay Sapphire will announce its first global sports partnership, though details remain under wraps. The brand has also expanded its influencer collaborations, including a partnership with social media star Rebecca Black to engage a new generation of gin enthusiasts, particularly around the sparkling lemon cocktail.
Earlier this year, the brand worked with designer Thomas Heatherwick to create bespoke decanters and glassware for exclusive bar experiences in major cities.
To measure success, Bombay Sapphire tracks brand sentiment and gathers feedback from consumers, partners, and the bartending community, ensuring the campaign resonates with its audience and reinforces the brand’s premium, experiential positioning.
