This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.
News
Martini launches new global ad campaign
Bacardi has launched a new global advertising campaign for Martini as part of a series of “dramatic steps” to reinvigorate the brand.
Martini has created a new advertisement called ‘The Richest Man in the World’
Directed by Jake Nava, who has directed music videos for artists such as Beyonce and The Rolling Stones, the advertisement supports Martini’s latest ‘Play With Time’ positioning.
Entitled ‘The Richest Man in the World’, the ad centres on the idea that “time spent with friends is time well spent” and charts the journey of a man who “lives his life collecting experiences instead of money”.
“We felt Jake was the best person to help bring a fresh, new look to MartiniI that would connect with our target millennial,” said John Burke, global vice president at Martini.
“The past 10 months has seen dramatic steps taken by the brand team as we reinvigorate one of the world’s most iconic Italian brands.
“Things that would have taken 18 months to push through, we’ve done in half the time due to Jake’s ability to grasp the essence of the brand so quickly and deeply.”
He continued: “To support the new campaign, we have committed to doubling our media spend. This confirms the confidence the company has in the growth potential of Martini.”
At the same time as committing to doubling media spend over the next fiscal year, Martini unveiled a redesign for its entire range of vermouths and sparkling wines.
With a brand strategy focusing on the ‘modern aperitivo’ occasion, Martini’s newly designed range features “heritage cues” from the brand’s labels used in the mid-19th century and also features the famous Martini racing stripes for the first time in 20 years.
Martini’s new campaign has been created by BBDO, which was appointed to handle all of Bacardi’s global advertising, media and digital business along with OMD in April last year – part of the group’s far reaching restructuring efforts.
The advert will launch in Italy and across Europe at the end of April, with rest of the world activations set to follow.