How Bombay Sapphire is using smart design to stay front of mind for bartenders

With the seemingly insatiable appetite for gin showing no signs of dying down, Bombay Sapphire is hoping to stay at the forefront of bartender’s minds with new connected packaging that contains a holographic message in a bottle.

The gin brand decided to target the ‘gatekeepers’ of the brand – those working behind the bar – with the limited edition bottle, which uses a smartphone to bring the ‘Spirit’, a woman in flowing clothing, in the bottle to life. Created by BBDO Dusseldorf, the bottle has a hidden layer of Perspex, which when the mobile phone is inserted into the surrounding packaging reflects the image from the phone to create the unique experience.

The woman, or 'Spirit', then describes the process of creating the gin and its qualities.

Darren Richardson, chief creative officer of BBDO Duesseldorf: “It's an exciting time to be in the industry were we are able to create a new medium for a brand to communicate its message. It’s even more exciting when it’s a hologram!“

Bombay Sapphire and BBDO Dusseldorf also worked with corporate design agency Peter Schmidt Group.

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