Bombay Sapphire announces global campaign ‘Step Into The Blue’

Gin brand Bombay Sapphire is launching a new global campaign aimed at encouraging consumers to reconnect with the beauty of the moment with further brand activations and a major sports sponsorship on the way.  Bombay Sapphire has launched a new global brand platform, Step Into The Blue, which it describes as an invitation to “immerse themselves in the beauty of life”. The campaign will roll out globally from May 2025, beginning with the UK and Italy, followed by France and North America. The campaign features a new advertising direction that places the brand’s signature blue bottle centre stage, against vivid backdrops of nature - such as rooftops at sunset or coastal scenes - to evoke a multisensory experience. According to the brand, the visuals aim to capture the “clink of ice, the burst of citrus aroma, and the vibrant, refreshing taste of every sip”. The creative work was developed in collaboration with agency AMV BBDO and features imagery by photography duo Gentl & Hyers. The integrated campaign will include advertising, influencer partnerships, social media content, experiential activations and brand collaborations across Western Europe, North America and Australia. Paid media will begin rolling out on 19 May in the UK and Italy, on 26 May in France, and from 1 June in North America.

Consumer insight and upcoming partnerships

According to Bombay Sapphire, the campaign is “rooted in a timely human insight” that in an increasingly fragmented world, “true immersion in a moment has never been more powerful”. The brand is positioning itself to meet consumer demand for “lighter, brighter, and more elevated experiences”, citing the IWSR 2024 Report. Natasha Curtin, global VP at Bombay Sapphire, said: “We all know how fast paced life can be - and how easy it is to slip into autopilot. Step Into The Blue is an invitation to reconnect with the beauty that surrounds us. At Bombay Sapphire, we have always been about creating beautiful moments - whether it's the vibrant taste of a Bombay Sapphire & Tonic or the breathtaking glasshouses at our distillery home. But with this campaign, we wanted to be even more single-minded: celebrating the luminous spirit of our brand by placing our iconic, shimmering blue bottle at the centre of it all.” She added: “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. 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.”

Activations and creative collaborations

Elements of the new brand direction have already launched in select markets. In February, the brand collaborated with artist Rebecca Black for a rooftop activation at The Miami Beach EDITION, showcasing the Bombay Sapphire Sparkling Lemon cocktail. In Western Europe, the brand partnered with designer Thomas Heatherwick to create bespoke in-bar experiences at venues including SIPS and FOCO in Barcelona, Little Red Door in Paris, and Le Lion in Hamburg. Step Into The Blue marks the latest chapter for the brand, which is distilled at Laverstoke Mill in southern England. Bombay Sapphire’s distillery is certified “Outstanding” by BREEAM® and received Wildlife Habitat Council certification in 2023 for its support of local biodiversity. Bombay Sapphire is part of the Bacardi Limited portfolio, which has owned the brand for over 25 years.