Bacardi is set to roll out a fresh global campaign for Bombay Sapphire this month.
The ‘Step Into The Blue’ activation will launch on 19 May in the UK and Italy, followed by France on the 26 May and across North America on 1 June. As well as a 20-second ad (below), the push also includes digital out-of-home, social media and influencer-led elements.
As part of the initiative, the gin brand said that a “major global sports sponsorship deal” is set to be revealed “in the coming weeks”.
“Alongside our new advertising campaign, we’re excited to bring our beautiful blue world to life in 2025 through a series of immersive, multi-sensory experiences,” said Bombay Sapphire’s global VP, Natasha Curtin. “With a major new global sports partnership, as well as exciting media and talent partnerships, also set to be revealed soon, we can’t wait to invite people to ‘Step Into The Blue’ in its most visceral and unforgettable form.”
The move follows a recent collaboration with DJ & Youtuber Rebecca Black for the gin brand’s ‘Taste Like It’s Friday’ activation, which promoted a serve with sparkling lemonade.
Earlier this year, Bacardi announced a new campaign in the US for Patrón tequila, while a worldwide push – including a packaging refresh – for its Martini portfolio was unveiled in recent days.
