Bombay Sapphire is launching a new series of explainer videos with Bill Nye, in order to promote its Bombay Sapphire & Tonic product, which is the brand's first ready-to-drink cocktail.
The marketing campaign is accessible on Bill Nye's Instagram and includes a three-part series with the famous TV personality, where Bill Nye will explain the science behind a gin and tonic. The first video explainer was released on April 9, which is also National Gin and Tonic Day.
The campaign leverages nostalgic elements by marketing a product with a familiar TV personality. The product is also part of a market that is rapidly growing. Ready-to-drink cocktail products are becoming increasingly popular, especially among millennial consumers due in part to convenience.
Promotional Science Videos
Bombay Sapphire is Marketing Its Ready-to-Drink Cocktail with Bill Nye
Trend Themes
1. Ready-to-drink Cocktails - The increasing popularity of ready-to-drink cocktails presents opportunities for innovation in producing unique flavors that cater to different consumer preferences.
2. Science-backed Marketing - Using science-based marketing campaigns, such as explainer videos with popular scientists, can be a strategic way to market products and services to audiences, especially younger generations.
3. Nostalgic Marketing - Leveraging nostalgia by collaborating with familiar TV celebrities or personalities can be an effective way to market products and services as it taps into consumers' emotional connections and promotes brand loyalty.
Industry Implications
1. Alcoholic Beverages - In the alcoholic beverage industry, companies can explore innovative ways to produce and market ready-to-drink cocktails in response to the growing demand for convenient and easily accessible products.
2. Digital Marketing - In the digital marketing industry, businesses can utilize science-based marketing campaigns, specifically using explainer videos, to create engaging content for consumers and promote products and services.
3. Entertainment - In the entertainment industry, collaborations with popular TV celebrities or personalities can be leveraged to promote products and services, especially by tapping into their passionate fan base and nostalgic elements.