Bacardi-Martini is increasing its UK advertising spend on its upmarket gin brand Bombay Sapphire Gin by 150 per cent. The increased budget will coincide with a global advertising campaign created by US agency Margeotes/Fertitta & Partners LLC, which will use the strapline ‘Complexity’. Media buying and planning is through Universal McCann. The campaign will seek to build brand awareness, as Bombay Sapphire has suffered from a decline in popularity and is no longer seen a fashionable spirit. Bombay Sapphire, which Bacardi-Martini bought from Diageo in 1998, competes with rival brands such as Gordon’s Gin and Plymouth Gin. In the past, Bombay Sapphire has focused heavily on direct marketing activity.