Premium gin brand BOMBAY SAPPHIRE has announced the launch of a new marketing campaign titled 'Senses Stirred,' which includes a promotional film dedicated to the 'BOMBAY & Tonic' cocktail. At the heart of the campaign is the notion that a 'BOMBAY & Tonic' is an altogether different drink than a traditional G & T.
Comprised of 30, 15, and 6-second commercials, each ad highlights how the BOMBAY branded G & T is able to ignite all five senses with its superior, botanical taste profile. In addition, the ads look to emphasize the complex vapor-infusion process used by the brand, representing it through the use of glamourous art installations that utilize smoke and floating spherical objects.
Definitely, the brand recognizes that the classic gin-based cocktail has had a revival in recent years, and is therefore looking to capitalize on the opportunity. "We want to make 'BOMBAY & Tonic' a household name for the gin and tonic drinking moment, whenever effortless refreshment is called for," explained Natasha Curtin, Global Vice President for BOMBAY SAPPHIRE.
Visually Striking Gin Campaigns
BOMBAY's New Ads Aim to Make the 'BOMBAY & Tonic' a Household Name
Trend Themes
1. Gin-and-tonic Reinvention - BOMBAY's visuals and sensory focus offers opportunities for other brands to re-imagine classic cocktails through unique promotional campaigns.
2. Multi-format Ad Campaigns - The success of the 'Senses Stirred' campaign suggests that multi-format ad campaigns with a focus on high-end, stylised visuals can make for successful brand promotions.
3. Botanical-centric Marketing - As BOMBAY's campaign demonstrates, there's potential for marketers in the food and beverage industry to draw attention to the botanical flavor profiles of their products in order to boost sales and consumer recognition.
Industry Implications
1. Alcohol - Premium and luxury alcohol brands could consider innovative and eye-catching advertising campaigns that focus on the sensory experience provided by drinking their products.
2. Art and Installation - As brands look to compete with visually striking campaigns, the art and installation industry has an opportunity to provide creative and imaginative ways of presenting products to the public.
3. Marketing and Advertising - The use of highly stylized visuals and focus on the sensory experience in BOMBAY's campaign offers opportunities for marketers and advertisers to innovate beyond traditional forms of promotion, and to cater to the desires of modern consumers.