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Martini launches Time Best Shared campaign

Bacardi-owned Martini has unveiled its Time Best Shared campaign to spotlight the importance of shared experiences.

The Time Best Shared campaign has been rolled out across Europe

The Time Best Shared campaign has been rolled out across Europe, and was premiered on TV. The campaign will also include digital elements.

The TV spot, called Shared Memories, features music from Swedish band Tigersgate.

Meanwhile, the digital piece for the campaign is called Shared Connections, and highlights the significance of bonds between friends.

Victoria Morris, global vice-president of Martini, commented: “At Martini, we understand the importance of time spent with friends, it’s been at the very heart of our brand since it was founded by three friends over 150 years ago.

“The best memories are made with those closest to us, most often when it is catching up over a drink and sharing stories.”

The above-the-line campaign was directed by filmmaker Floria Sigismondi and developed by advertising agency Abbott Mead Vickers BBDO.

Morris added: “Martini Time Best Shared reminds people about those magical moments when we meet friends and create lasting connections. The campaign celebrates those everyday moments when you can truly be yourself in the company of the people that matter most.”

Last year, the brand moved into the ready-to-drink category with the launch of three canned products, including Martini Fiero and Tonic, Martini Non-Alcoholic Vibrante and Tonic, and Martini Non-Alcoholic Floreale and Tonic.

Last month, Bacardi revealed a new line of Tails pre-batched cocktails and made the brand available in the off-trade for the first time.

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