• by Fern Siegel , August 14, 2024

Bombay Sapphire has its eye on the future.

It's tempting new gin drinkers with the brand's latest cocktail — Bombay Sapphire Sparkling Lemon — and a new campaign, "Tastes Like It's Friday," by BBDO New York.

The Sparkling Lemon combines Bombay Sapphire gin with Sanpellegrino Limonata.

The spot specifically targets bored vodka drinkers apprehensive about gin, but looking for something more exciting. The Sparkling Lemon is positioned as the ideal introduction.

Ads are running on online video and social platforms through April 2025. There are also out-of-home displays in New York City and a custom partnership with Vox to highlight where to find the Sapphire Sparkling Lemon cocktail.

Jaime Keller, brand director of Bombay Sapphire, told Agency Daily the Sparkling Lemon cocktail gives the next generation of gin drinkers a "fresh, approachable alternative to their usual choices." Or what Keller calls "the perfect gateway into gin. With a legacy rooted in careful craftsmanship, we take pride in using a unique vapor-distillation process that combines 10 hand-selected botanicals, all sustainably sourced, which results in a lighter, brighter flavor profile."

She credits the "simplicity in preparation, yet depth in flavor, that makes it accessible to both new and experienced gin drinkers eager to expand their cocktail repertoire."

Throughout the remainder of the year, the campaign will also include immersive tasting events, partnerships with lifestyle creators, bartender residencies at key bars and restaurants. The goal is to ensure younger audiences "see it as a chic and approachable option for their social gatherings."

Bombay Sapphire is owned by Bacardi Limited.