ReserveBar

How Bombay Sapphire Is Shaking Up Digital

Bombay Sapphire, a Bacardi-owned London dry gin, is increasing marketing spend to capitalize on US gin-category growth. In an interview with AdExchanger, brand director Tom Spaven explains that every campaign uses a marketing-and-evaluation (M&E) plan linking activities to explicit short- and long-term objectives, and that events are integrated with digital advertising to extend impact. Programmatic advertising is central, enabling reach at scale in premium environments while improving engagement and brand attitude. The brand is also exploring ecommerce opportunities, with shoppable ads on Facebook and Instagram that can deliver to the consumer within an hour via the nearest partner. They see alcohol ecommerce as a future growth area, considering partnerships such as Drizly and Reserve Bar. Bombay Sapphire has built a first-party data database with opt-in data from partners to foster one-to-one relationships, and it extends event content online or on social media (example: Painted by Everyone at The Other Art Fair LA).

YouTube Lowers The Bar; Coors Goes DTC

AdExchanger's news roundup highlights three notable developments: a Bloomberg investigation alleges YouTube leadership prioritized engagement over addressing misinformation, with internal staff reports and proposals to fix the issue reportedly rejected since 2012; Molson Coors launched direct-to-consumer shoppable sites for Blue Moon and Coors Light, partnering with Drizly and Minibar to monetize and collect anonymized audience data; and the Democratic National Committee plans to replace its old data platform with a new Data Warehouse backed by Google BigQuery to improve data storage, access, and analysis for campaigns. The piece also references related tech releases and corporate moves in the industry.