When art sublimes Marketing – Focus on Bombay Sapphire
June 21, 2011 § Leave a comment
Bombay Sapphire is a brand of gin distributed by Bacardi thas was launched in 1987. Its name originates from the gin’s popularity in India in of the days of the British Raj and the Sapphire in question is the Star of Bombay on display at the Smithsonian Institution Bombay Sapphire is marketed in a flat-sided, sapphire-colored bottle that bears a picture of Queen Victoria on the label.
The flavoring of the drink comes from a recipe of ten ingredients: almond, lemon peel, liquorices, juniper berries, angelica, coriander, cassia, cubed, and grains of paradise.
BOMBAY SAPPHIRE- Imagination Installation
The making of
It is very easy to get caught up in the magical and dreamlike Bombay Sapphire universe.
It is not necessary to be a gin lover to love Bombay Sapphire brand. It is possible to love a product because you like the brand image; you are transported in another world, in a different universe… It is what it is for Bombay sapphire… it’s a particular brand.
They inaugurated its ‘Infused with Imagination’ campaign by paying tribute to the heritage and the origins of its product. And there is no better and intelligent way to launch a new and ambitious global campaign than to incorporate art in order to engage the viewers.
A magical specially commissioned artwork, designed by London based illustrator Yehrin Tong.
Imagination Installation is a vast three dimensional piece meticulously crafted using more than 75,000 sparking crystals that took more than 2,500 hours to put together. Consisted by a series of illustrated panels, which have been hands crafted based on Tong’s original designs, the piece reveals its true beauty only when seen from the correct position.
The bottle stands as the source of imagination where all the different characters on the illustrated panels come to life. The shimmering of the crystals conveys an unparallel beauty to each one of the characters. When seen from different angles, the piece reveals a new imaginative story and becomes a glorious hymn to the Bombay Sapphire’s story. The characters, which are part of the installation, represent the different aspects of the story that the brand wishes to convey. The lion and panther convey pride, luxury and sensuality. The peacock stands for exuberance, elegance and the exotic whereas the phoenix represents the idea of imagination encourages rebirth, new ideas and innovation.
Bombay Sapphire Artisan Series searching new talents.
Russell & Danny Simmons’ Rush Philanthropic Arts Foundation and Complex Media joined forces to continue the last year initiative called Bombay Sapphire Artisan Series that took place last year as well.
Last year there were nearly 2,000 artist entries and over 175,000 fans from across the country voting to select their favorite works. This year the next wave of artists have all chances to become famous.
Artists who are up to the challenge can enter by creating a piece of inspired, original art and submitting it viawww.Complex.com/SapphireArt, www.juxtapoz.com,www.curatedmag.com, www.deviantart.com,www.Facebook.com/BombaySapphire by August 31, 2011.
During this time fans can go to the Bombay Sapphire Facebook page and vote for their favorite piece of art.
Very interesting in terms of viral marketing, word of mouth and to touch influencers. Bombay Sapphire have 44 829 likes on facebook and 5 219 followers on twitter and these figures are increasing day by day.
“The Bombay Sapphire Artisan Series has established itself as a platform for emerging artists who seek to shape our contemporary cultural landscape—artists who look to defy boundaries with the power of their imagination,” says Russell immons, Chairman of GlobalGrind.com and co-founder of the Rush Philanthropic Arts Foundation.
In 2010, Washington, D.C. photographer Stanley Squirewell and Miami artist Jorge Cavelier were announced as the first
ever winners of the Bombay Sapphire Artisan Series and could exhibit their works at Art Basel in Miami, recognized as one of the world’s premiere art events.
This year select artists to display their work at a sequence of gallery exhibits and events, taking place from September through November in Atlanta, Boston, Chicago, Dallas, Houston, Miami, New York, San Francisco and Washington, D.C. Two artists will be chosen from each local event to compete in the finale during Art Basel Miami. Compiling its own collection of works to display at the Miami finale will be the next step of the Bombay Sapphire brand.
The submitted works will be reviewed by the program’s esteemed panel of judges, including Rush Philanthropic Vice Chairman, C -Founder and artist Danny Simmons, program curator Andre Guichard and other guest curators and museum heads from around the country, including famed Miami-based artist Miguel Paredes.
After Art Basel two winners will have their work installed at Rush Arts Gallery and Resource Center in New York City’s Chelsea arts district for the month of February 2012.
There is other activities will include creation of a signature Bombay Sapphire cocktail to be photographed by BevShots and featured with its final images at Art Basel; as well as production of a limited edition gift bags and tins highlighting the works of national Artisan Series winners, Danny Simmons and program curator Andre Guichard.