Running in two bursts – April to June and August to October – the marketing activity aims to encourage 25 to 34 year olds to try Bombay Sapphire in a gin and tonic serve.
Distributor Bacardi Brown-Forman Brands said the ‘Ultimate G&T’ hinges on a balloon glass, which is said to trap the aromas of the gin giving consumers a “more intense, fuller-flavoured” experience.
As part of a similar campaign last year, 60,000 balloon glasses and tent cards were distributed to on-trade outlets, backed by an ad campaign. This year, BBFB said it will continue to seed the glassware in pubs and bars.
“Bombay Sapphire is the star performer in the gin category and continues to lead the way, driving sales in both the on and off-trades,” said premium brands director Jon Sampson.
“We are continuing the ‘Discover the Ultimate G&T Experience’ message throughout all our brand communications as it is a compelling message to consumers.”
Image – The glass is said to retain the aroma.