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Martini unveils complete redesign of range
Martini has redesigned its entire vermouth and sparkling wine portfolio and committed to doubling its media spend in the next year.
Martini has redesigned its range of vermouths and sparkling wines
With a new brand strategy focusing on the ‘modern aperitivo’ occasion, Martini has created new bottle designs for its range featuring “heritage cues” from Martini labels used in the mid-19th century.
The bottles also mark the return of the famous Martini racing stripes for the first time in 20 years.
To support its new Modern Aperitivo marketing campaign, which promotes “longer, simpler and refreshing” Martini serves, the brand is set to double investment in advertising in FY2017.
A new advertising campaign called ‘Play With Time’ is set to launch across Europe in April and centres around the idea that “time spent with friends is time well spent”.
“We estimate that the modern aperitivo accounts for almost 31% of total consumption occasions in Europe and our new, refreshing serve sells more Martini in every drink and drives more repetition than any long drink,” said John Burke, global vice president, Martini.
“Understanding this, alongside the investments we’ve made in new packaging, we are in a good position to achieve our ambition. I am also delighted to announce that we’ll be doubling our media spend in support of a new advertising campaign. This confirms the confidence the company has in the growth potential of Martini.”
The new Martini sparkling wine range will be available in stores from May, whilst the vermouth range will be produced in June and appear in markets from July.