Bacardi has launched a lively new phase for its Bombay Sapphire brand in the U.S., adding a fresh twist to the “Taste Like It’s Friday” campaign. The spirits powerhouse has partnered with DJ and YouTuber Rebecca Black, who burst onto the scene over a decade ago with her viral smash “Friday.” Bombay Sapphire, celebrated for its bright botanical flavors, is looking to catch a new wave of drinkers by channeling the carefree spirit of Black’s iconic song.
Black recently took her talents to Miami, where she spun a live DJ set that had the crowd hooked. She even dropped a remixed version of “Friday,” cranking up the nostalgia and fun that Bombay Sapphire wants to bottle in this campaign. While details of her full role in the marketing push are still under wraps, this collab hints at a blend of music, culture, and mixology that’s tough to resist.
The spotlight’s on a refreshing mix of Bombay Sapphire and sparkling lemonade, first introduced with Sanpellegrino Limonata last July. This citrusy, vibrant drink ties into that Friday-afternoon buzz, aiming to draw in new gin fans with its easygoing charm. The “Taste Like It’s Friday” campaign will keep rolling through 2025, with bartender residencies, office happy hours, and tastings designed to win over curious drinkers.
Bacardi’s also teaming up with lifestyle creators across the country to pitch Bombay Sapphire as a premium yet approachable choice for anyone craving a tasty, fun gin moment. Black’s involvement—a wink to her viral past and DJ present—helps the brand vibe with a younger, trend-savvy crowd who care about experience as much as flavor.
This isn’t Bacardi’s only big play lately. The company just unveiled a new Patrón tequila campaign in the U.S. and gave its Martini lineup a global packaging refresh, capping off a busy week of marketing moves. With each brand carving its own lane, Bacardi’s mixing innovation and creativity to stay sharp—and for Bombay Sapphire, Black’s “Friday” fever could bring a little extra joy to any day of the week.
