The new campaign, A Journey of Discovery,
sought to transport shoppers to an English garden and take them on a sensorial
adventure revealing the unique botanical ingredients, sourced from around the
world, in the multi-award winning gins Bombay Sapphire and Star of Bombay.
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| Bombay Sapphire gin campaign at Amsterdam Schiphol Airport |
Distinctly different flavour pairings
A menu of hand-crafted gin cocktails helped shoppers
discover their own favourite twist on the classic gin and tonic, with three
distinctly different flavour pairings created to emphasise the range of
botanicals and to appeal to different taste palates:
Bright and vibrant:
Bombay Sapphire & Tonic with Lemon & Thyme. Fresh lemon heightens the
bright notes of the coriander and lemon peel in Bombay Sapphire. Thyme harmonises
with the angelica and liquorice.
Exotic and
mysterious: Bombay Sapphire & Tonic with Mint & Ginger. Mint
complements the fresh, bright notes of juniper, while fresh ginger draws on the
spicier notes of the coriander, cubeb berries and grains of paradise.
Intense and aromatic:
Star of Bombay & Tonic with Orange & Pink Peppercorn. Zesty orange peel accentuates the citrus flavours of the
bergamot in Star of Bombay, while the pink peppercorns intensify the warming,
floral notes of the ambrette seeds.
An in-store film highlighted the botanical journey behind
the key ingredients of Bacardi-owned Bombay Sapphire. The space was designed to bring to life
its heritage and home at the award-winning distillery at Laverstoke Mill in
rural Hampshire, UK, with its Thomas Heatherwick-designed glasshouses, where
the spirit is made.
Targeting a new generation of gin shoppers
Shoppers were given a passport to help them navigate their
way around the event and to discover the key ingredients from botanical
sampling trays. The passport contained recipes to inspire them to make their
own cocktails at home or on holiday. Every purchase of Star of Bombay received
two elegant jewelled stirrers to add to the experience.
Aude Bourdier-Rocourt, Regional Director Europe at Bombay Sapphire brand owner Bacardi
Global Travel Retail, said: “Bombay Sapphire enjoys enormous popularity in
travel retail in Europe and the discovery nature of this campaign enables us to
reach a new generation of gin shoppers by intriguing them with how easy it is
to create different taste profiles and new twists on the classic gin and
tonic.”
Rüdiger Stelkens, Purchasing Director Liquor, Tobacco,
Confectionery & Fine Food at Gebr Heinemann, which operates the retail
space, added: “This is a perfect campaign for the summer months, appealing to Bombay
Sapphire fans and connecting with other shoppers curious about the range of
taste profiles of the Bombay Sapphire serves. We are pleased with the broad
shopper appeal that has been created and how the passport encourages people to
buy a bottle to make the drinks for themselves on holiday or at home.”
