"Bombay Sapphire is associated with sophistication and taste," said Mahesh Madhavan, managing director, Bacardi Thailand. "Through this design contest, we aim to strengthen Bombay's image as a drink which has finesse."
The campaign builds on Bacardi's international campaign, which also embraces designer tiles, fabrics and furniture. The contest also signals Bacardi's increasing reliance on below-the-line, as a result of tough alcohol advertising restrictions in the country. Said Madhavan: "Besides interacting with the target groups directly, the campaign gives the brand year-long PR coverage and establishes its image as a segment leader."
The campaign builds on Bacardi's international campaign, which also embraces designer tiles, fabrics and furniture. The contest also signals Bacardi's increasing reliance on below-the-line, as a result of tough alcohol advertising restrictions in the country. Said Madhavan: "Besides interacting with the target groups directly, the campaign gives the brand year-long PR coverage and establishes its image as a segment leader."
