Bacardi is targeting “wedding season” in North America with a marketing activation for Bombay Sapphire called ‘Something Blue’.
The brand owner has partnered with US direct-to-consumer retailer Cocktail Courier to launch a branded ‘French Blonde Cocktail’ kit aimed at “bachelorette weekends and bridal showers”. The limited-edition pack contains small formats of Bombay Sapphire along with St-Germain elderflower liqueur and Martini vermouth, and is available to US consumers through the Cocktail Courier website at an SRP of US$95.99.
The activation, ‘Something Blue’, positions the gin brand as the auspicious blue item worn by or given to a bride on their wedding day in certain cultures. “The tradition of ‘something blue’ feels like a natural connection for Bombay Sapphire and our … sapphire-blue bottle,” said the brand’s senior director at Bacardi, Tara King.
The French blonde serve has, according to King, been “at the centre of this year’s biggest wedding conversation” – the cocktail is said to be a favourite of singer Taylor Swift, who is widely suspected to be getting married this weekend (4 July).
The campaign will be boosted by social media content and influencer partnerships “to promote the cocktail and kit during peak wedding season this summer”, Bacardi told Global Drinks Intel.
Earlier this year, the group marked the second year of Bombay Sapphire’s sponsorship deal with electric-powerboat racing series E1 with a promotional event in Ibiza, which saw a blue ‘RaceBird’ boat touring the Balearic Islands.
