• by Fern Siegel , May 16, 2025

Bombay Sapphire is pitching its own version of blue heaven.

The brand’s new campaign — “Step Into the Blue” — promotes both the premium gin and the importance of sensory-rich moments. Bombay’s familiar blue bottle anchors the experience.

AMV BBDO handled the creative.

The global rollout debuts in the UK and Italy this month, supported by a campaign spanning digital OOH, video, social media, and influencer activations in a new pan-European media partnership.

Earlier this year, a new collaboration with designer Thomas Heatherwick for in-bar experiences debuted in various Western European bars, including SIPS and FOCO in Barcelona, Little Red Door in Paris and Le Lion in Hamburg.

Natasha Curtin, global vice president at Bombay Sapphire, said: “Step Into the Blue is an invitation to reconnect with the beauty that surrounds us. We have always been about creating beautiful moments — whether it’s the vibrant taste of a Bombay Sapphire and 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 center of it all.”

In addition to the campaign, the company has also kicked off a new partnership with UIM E1 World Championship as its official gin partner throughout the 2025 season.

E1 is the world's first all-electric race boat championship that combines sports, entertainment and a respect for the world’s ‘natural blues.’ Bombay Sapphire branding will appear across the event, with teams backed by major sports and entertainment figures, such as Marc Anthony, Steve Aoki, LeBron James, Virat Kohli, Rafa Nadal and Will Smith.

Based on a recipe that dates back to 1761, Bombay Sapphire is blends 10 hand-selected botanicals from sustainably certified suppliers. The gin is distilled at Laverstoke Mill in the south of England, using a signature vapor infusion process that gently extracts the botanicals’ natural flavors.