Bombay Sapphire launches new summer campaign
Bombay Sapphire has a fresh summer campaign named ‘Sapphire Hour’, via OMD, Bolster, Common State, and PIM.
The announcement:
Jewel of the gin world Bombay Sapphire, has launched its new integrated summer campaign – Sapphire Hour – designed to encourage Aussies to connect with loved ones over a classic Bombay and Tonic.
Having commissioned research conducted by Antenna that revealed two-thirds of Aussies felt they have become busier in the past few years and almost half claiming they struggle to catch up with friends, Sapphire Hour is designed to encourage the nation to pause and embrace daylight savings’ extra hour of sunlight this summer over a Bombay & Tonic, a timeless classic best shared with those who matter most.
A dynamic collaboration between OMD, Bolster, Common State, and PIM, the campaign features a strategic PR and on-premise activation plan that will bring the Sapphire Hour to venues across Australia. Channel Seven commentator and former AFLW star Abbey Holmes, known for her fast-paced lifestyle, has been tapped as the face of the campaign. Abbey will be supported by influencer content creators, helping to amplify the campaign across various social platforms.
OMD has also produced a series of eye-catching CGI assets that bring the Bombay & Tonic to life. The assets feature the iconic drink emerging from The Clock in Surry Hills, Sydney, with large, effervescent bubbles that capture the sensory experience of the drink. Additionally, a bespoke 3D billboard will make its debut at Melbourne’s Bourke Street Mall from November 25th, inviting passers-by to experience the campaign in an immersive, larger-than-life format.
Carla Galasso, brand manager for Bombay Sapphire, explains the essence of the campaign: “While Australians’ thirst for discovery in the spirits category continues to grow, we remain proud to be the country’s #1 premium gin brand, with continued growth of +3.7%1 in the last quarter. Bombay Sapphire is not just a recognizable blue bottle – it’s an extraordinarily smooth, perfectly balanced gin, crafted for the ultimate gin & tonic experience. This campaign celebrates that timeless pairing, bringing people together to reconnect over something that is undeniably iconic.”
Running throughout the summer, the Sapphire Hour campaign will feature a comprehensive media mix, including 3D large format billboards, rail and retail placements, programmatic OOH, social media (Meta & Pinterest), YouTube, PR, and influencer partnerships, ensuring the message resonates with audiences across all touchpoints.
Credits
Client: Bombay Sapphire, Bacardi Martini AustraliaCarla Galasso, Brand Manager
Sander Janmaat, Head of Marketing
Creative and Strategic Agency: Bolster
Darren Levin, Head of Strategy & Solutions
Sophie Bloomfield, Senior Client Lead
Media: OMD
Danica Berjanovic, Account Director
Sophie Wood, Account Manager
James Hulston, Investment Director
PR agency: Common State
Luke McKinnon, Managing Director
Tierney Kelman, Account Director
Lara Paterson, Senior Account Manager
Caitlyn Miles, Senior Account Executive
Kirstina McNaulty, Account Executive
Experiential agency: PIM
Carolina Dujin, Group Client Director
Jessica Wright, Account Director
Amelia Somerfield, Account Manager
Source: Common State
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