• by Teresa Buyikian , August 13, 2024

Over the past couple decades gin has been considered the strong base for martinis and old school high proof on-the-rocks drinks. A new campaign from Bombay Sapphire is encouraging drinkers to send off summer by embracing a new, lighter gin cocktail, The Sparkling Lemon, in collaboration with San Pellegrino Limonata.

The cocktail, a simple combination of Bombay and Limonata (or lemonade and club soda if unable to obtain the Italian lemon sparking beverage), “captures that bubbly bliss of a Friday afternoon, when you … embrace the promise of the weekend ahead,” per the brand.

The recently launched “Tastes Like It's Friday” campaign, created with BBDO New York, is running on national TV. It highlights the new beverage while a voiceover describes it as “bursting with lemon and essentially embodying Friday in a glass.” The effort also includes bartender residencies at key bars and restaurants, office happy hours, consumer tasting events, and partnerships with food and lifestyle creators from around the country.

Marketing Daily spoke with Bombay Sapphire’s brand director, Jaime Keller, about the new advertising angle.

Interview has been lightly edited for clarity.

Marketing Daily: Per the release, the "launch of the cocktail ... is intended to be a gateway for consumers into gin." Why do consumers need a gateway into gin? What misperceptions are you working to dispel?

Keller: We have found that some consumers might perceive gin as a complex or intimidating spirit, often associated with more traditional or classic cocktails. This can lead to hesitation in trying gin, especially for those who default to more familiar spirits like vodka. The Sparkling Lemon cocktail is designed to serve as a bridge into gin by offering a simple, refreshing, and approachable option that dispels the myth that gin is only for cocktail aficionados. By pairing Bombay Sapphire with the bright and effervescent San Pellegrino Limonata, we’re introducing a flavor profile that’s both easy to appreciate and more interesting, breaking down barriers and inviting consumers to explore the versatility and sophistication of gin.

Marketing Daily: What was the inspiration behind the collab with Limonata?

Keller: It was inspired by a shared commitment to quality. San Pellegrino Limonata’s bright, citrusy flavor profile complements the botanicals in Bombay Sapphire gin, resulting in a balanced and effervescent cocktail that’s easy to prepare and enjoy. 

Marketing Daily: How did the Tastes Like Friday idea come about?

Keller: The concept was born from the universal joy and excitement associated with the end of the workweek—the moment when you can finally break free from the obligations of work and commitments and enjoy time with friends and family. We wanted to capture that feeling of ease in a cocktail, and the Sparkling Lemon was the perfect vehicle to do so. Its bright, refreshing taste embodies the carefree spirit of a Friday afternoon, when you slam your laptop shut and embrace the weekend. 

Marketing Daily: How does the “Tastes Like It's Friday” campaign tie into Bombay Sapphire’s overall marketing efforts?

Keller: The campaign is a strategic extension of Bombay Sapphire’s broader marketing efforts to modernize and democratize gin consumption. It aligns with our ongoing mission to make gin more accessible and enjoyable for a diverse range of consumers. By positioning the Sparkling Lemon cocktail as the drink that embodies the joyful anticipation of a Friday, we’re reinforcing Bombay Sapphire’s image as a brand that not only values quality and craftsmanship but also understands the modern consumer's desire for ease and spontaneity. This campaign supports our goal of redefining gin as a versatile, approachable spirit that can be enjoyed in any setting, from casual get-togethers to more sophisticated gatherings.