Roux read the industry tea leaves and knew he would soon need a super-premium gin. The point of difference would be communicated via the martini glass campaign, effecting an upscale image but with distinctive creative approach. In its attempts to make that more of a brand badge strategy, Carillon last year took the strategy beyond ads, putting out limited edition holiday gift packs that included a bottle of Sapphire and a reproduction of one of the glasses. This year, the Richard Jolley glass will be included in the gift pack. When a greater number of glasses, perhaps 40 or so, are in the collection, Roux plans to send it on an exhibition tour as well.

TV ads for Sapphire Gin are unlikely, Roux said, despite the recent decision by spirits industry group Discus to lift the voluntary ban on using electronic media. "A well-executed, creatively-driven print campaign is more effective in this category than television," he said.

The demographics of Sapphire are concentrated in the 25-to 40-year-old segment, somewhat younger than Bombay Dry Gin, which hits the 35-to-50 set. The greater question was what the premium Bombay brand would do to sales of original Bombay Dry Gin. In 1996, Bombay Dry Gin sales were actually up an impressive 7.5%. And now the brands are neck and neck in the category, with Sapphire sales approaching sales of the original. "It actually has helped stabilize the core brand, with only a slight sales dip during Sapphire's best year," said Roux.

Sapphire's glasses created a distinctive image while stabilizing flagship Bombay.

1997- Program:  Bombay Sapphire Gin launch
Marketer:  Carillon Importers
Agency:  Margeotes Fertitta & Partners, N.Y.
Key Players:  Carillon: Michel Roux, President/CEO, Ernest Capria, SVP-Mktg, Patricia Barroll, VP-Mktg Communications.
Margeotes: