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Marketing news: Secrets of Sapphire revealed
The approach taken by Bombay Sapphire in its new advertising campaign is to place a greater emphasis on its unique distillation process.
The campaign will be placed in an extensive range of publications. It will also draw consumers’ attention to the 10 botanicals, sourced from around the world, that contribute to this “well-travelled spiritâ€, as the advert describes it.
Instead of boiling these botanicals into the spirit, Bombay Sapphire’s spirit is distilled separately, and the spirit vapour is then passed through the botanicals.
The campaign is intended to address an increasing consumer interest in the origins of food and drink, featuring visuals of the botanicals, as well as information about their origin.
The premium gin’s Bombay Sapphire Inspired campaign will continue to run alongside this new one, the result of a doubled media spend from the gin producer.
The Inspired campaign, featuring the work of international designers, has been successful in linking the brand with
the design community, as well as emphasising the prestigious status of the brand. The campaign, which started last month, will run throughout the year.
© db July 2006