Bacardi has updated the current marketing campaign in the US for Bombay Sapphire, recruiting DJ & Youtuber Rebecca Black.
The gin brand’s ‘Taste Like It’s Friday’ activation has been bolstered by Black, best known for her track ‘Friday’, which according to Bacardi, “went viral in 2011”. During a DJ set in Miami this week, Black “delighted audiences with a cache of feel-good beats and (a) remixed version of Rebecca’s nostalgic viral hit song”.
Specific details of how Black will feature in the campaign, which promotes the serve of the gin brand with sparkling lemonade, were not disclosed. The serve first featured in Bombay Sapphire’s marketing activity, as a mix with Sanpellegrino Limonata, in July last year.
“The ‘Taste Like It’s Friday’ campaign will continue through 2025 with bartender residencies, office happy hours and tasting events, aiming to attract new gin drinkers by aligning the Bombay Sapphire Sparkling Lemon cocktail with the … appeal and anticipation of Friday afternoons,” the brand owner said. “Through partnerships with lifestyle creators nationwide, the campaign will showcase the … gin’s bright, botanical flavours in a fun and accessible way.”
Bacardi has had a lively week on the marketing front, announcing a new campaign in the US for Patrón tequila and a worldwide push around a packaging refresh for its Martini portfolio in recent days.
