BOMBAY SAPPHIRE Invites the World to Immerse in the Beauty of Life

BOMBAY SAPPHIRE unveils Step Into The Blue - a new global campaign, inspired by the signature hue of the BOMBAY SAPPHIRE bottle, that invites people to immerse themselves in a beautiful, blue world and celebrates the brand’s role in bringing the beauty of the moment to life.

Launching globally from May 2025, Step Into The Blue will roll out through an integrated 360° marketing campaign across key markets including Western Europe, North America, and Australia — spanning advertising, social media, experiential activations, influencer partnerships, and brand collaborations. The paid media campaign will start to roll out from the 19th May across the UK and Italy, followed by France on the 26 May and North America on 1st June.

At the heart of Step Into the Blue is a striking new advertising campaign that capture the essence of the BOMBAY SAPPHIRE experience: a perfectly chilled BOMBAY SAPPHIRE & Tonic savoured against a backdrop of nature’s most splendid blues, whether that’s a rooftop overlooking the city or by a shimmering sea. The images evoke a rich, multisensory moment - the clink of ice, the burst of citrus aroma, and the vibrant, refreshing taste of every sip.

Step Into The Blue is rooted in a timely human insight: in today’s busy, complex world, where attention is fragmented, true immersion in a moment has never been more powerful. At a time when consumers are seeking lighter, brighter, and more elevated experiences (IWSR 2024 Report), BOMBAY SAPPHIRE offers a beautiful invitation to pause, engage, and actively lean into an experience or moment.

The launch of the Step Into The Blue campaign marks just the beginning of an exciting chapter for BOMBAY SAPPHIRE, as the brand prepares to unveil a series of immersive, multi-sensory experiences designed to further cement its position as a global cultural tastemaker – including a new major global sports sponsorship deal set to be revealed in the coming weeks.

This new brand world has already begun to take shape through a series of curated activations, each inspired by, or taking place against, the striking backdrops of blue skies and sparkling seas. In February, BOMBAY SAPPHIRE 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 and Le Lion in Hamburg.

Natasha Curtin, global VP at BOMBAY SAPPHIRE, comments, “We all know how fast paced life can be - and how easy it is to slip into autopilot. Step Into The Blue is an invitation to reconnect with the beauty that surrounds us. At BOMBAY SAPPHIRE, we have always been about creating beautiful moments - whether it's the vibrant taste of a BOMBAY SAPPHIRE & Tonic or the breath taking 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 centre of it all. Through Step Into The Blue, we’re encouraging everyone to find their own moments of beauty each day - and to fully embrace them.”

Natasha continues, “Alongside our new advertising campaign, we’re excited to bring our beautiful blue world to life in 2025 through a series of immersive, multi-sensory experiences. With a major new global sports partnership, as well as exciting media and talent partnerships, also set to be revealed soon, we can’t wait to invite people to Step Into The Blue in its most visceral and unforgettable form.”

Step Into The Blue will begin its global rollout from May 2025, beginning with the UK and Italy, and supported by a comprehensive media campaign spanning digital out-of-home, video, social media, influencer activations, PR, and a new pan-European media partnership. The campaign’s rich, sensory-led imagery has been captured by acclaimed photography duo Gentl & Hyers, with creative developed in collaboration with AMV BBDO.