Food & Drink International speaks with Natasha Curtin, Global VP at BOMBAY SAPPHIRE, about the iconic brand’s new campaign, “Step Into The Blue.”
What was the creative process behind the campaign?
We started by looking at macro consumer trends and insights, and we saw that people are craving lighter, brighter, more elevated experiences, and consumers are returning to premium, high quality brands that they know and trust after the noise of recent years. We all know that life is frequently on fast-forward and we’ve all been guilty of going on autopilot, even when it comes to our drinks! But, for us, choosing a cocktail shouldn’t be a passive selection; it should be an integral part of a meaningful moment, one you actively share and savour with others. When we momentarily step off the treadmill of daily life, we can properly enjoy the moment and really savour the experience. “Step Into The Blue” is about tapping into that feeling: that sense of rediscovering the beauty in the everyday. It’s about recognising the profound impact of immersing in a moment, and truly engaging in an experience. With this new brand campaign, we’re inviting people to remove the blinkers of autopilot, seek out their own moments of beauty in each day – and to fully embrace them. That’s the essence of our brand and “Step Into The Blue.”
How did you land on the campaign line?
“Step Into The Blue” is a heartfelt expression of our brand. Inspired by our iconic blue bottle, a symbol of uplifting experiences, it’s an invitation for gin and cocktail lovers to immerse themselves in the beauty of the moment. “Step Into The Blue” is a call to action to break free from routine and reconnect with life’s beauty. We’re actively encouraging people to seek out and savour those moments of beauty in their everyday lives. It’s about making that connection between the brand and the feeling of truly being present and appreciating the world around you. In today’s digital world, there’s magic in remembering what it means to be human and to fully immerse in a moment with all your senses. With “Step Into The Blue,” BOMBAY SAPPHIRE invites you to step into drinks with friends, step into the present, and step into the creation of unforgettable memories.
How does this build on previous brand campaigns?
BOMBAY SAPPHIRE has always been about creating moments of beauty and inspiring people, working with like-minded partners to immerse people in multisensory experiences and create exquisite objects. We’ve also always celebrated our uniqueness as a brand; our iconic blue bottle is instantly recognisable and is more than just a colour to us. In that sense, “Step Into The Blue” is a natural extension of our brand DNA, amplifying what already makes us unique. We’re leaning into our strengths and articulating them in a compelling way. “Step Into The Blue” is an assertion of what makes this brand so special, bringing our stunning blue bottle and liquid back out into the light.
What recent activations and collaborations have brought the BOMBAY SAPPHIRE ‘Step Into The Blue’ campaign to life?
Our new brand world has already been taking shape in our most recent activations, with each inspired by, or taking place against, the striking backdrops of blue skies and sparkling seas. In February, our US team partnered with artist Rebecca Black at The Miami Beach EDITION’s rooftop, showcasing the BOMBAY SAPPHIRE Sparkling Lemon cocktail, and welcoming a new generation of gin drinkers. At the same time across Western Europe, a new collaboration with celebrated designer Thomas Heatherwick debuted through bespoke in-bar experiences at some of the continent’s most renowned venues, including SIPS and FOCO in Barcelona, Little Red Door in Paris, Velvet Bar at Corinthia London, and Le Lion in Hamburg.
What exciting initiatives and partnerships does BOMBAY SAPPHIRE have planned for the rest of 2025 for ‘Step Into The Blue’?
We’re inviting people to join us in a beautiful blue world of experiences, designed to reconnect us with the beauty of life. This includes everything from our visually stunning advertising campaigns to our elevated events and activations. We’ll be joining forces with like-minded partners to take people to beautiful and refreshing places and moments, whether that’s with brilliant on-trade partners in some of the world’s best bars, or getting our drinks in hand at some of the season’s most covetable events. We are gearing up to launch a multi-market talent-led global media partnership and a major global sports sponsorship which is a real first for BOMBAY SAPPHIRE. We’re super excited about what 2025 has in store for the brand.