Martini campaign marks 160th anniversary

Bacardi-owned Martini has launched the 160 Years of Italian Taste campaign to mark the brand’s milestone anniversary.

Founded in 1863 by entrepreneur Alessandro Martini and herbalist Luigi Rossi, Martini is celebrating the milestone with a global campaign that will sit across advertising and social media platforms.

The brand says the campaign will ‘open the gates to the world of Martini’ to consumers by drawing inspiration from its ‘legacy as a symbol of Italian style and culture’.

Victoria Morris, vice-president, Martini, said: “This is the year of Martini, and we’re taking our celebration across the globe with a bold, culture-led creative, 160 Years of Italian Taste.

“Martini has always been at the forefront of Italian style and in 2023, we’re opening the gates to the world of Martini across multiple creative spheres that consumers can discover both digitally and experientially.

“We want to remind everyone of the iconic Italian heritage of Martini and get them excited for what’s to come in the future.”

The campaign brings together the brand’s heritage and its ‘vision for the future’, inspired by the motto Volere é Potere, (‘to want is to be able to’), which is written on the gates of the brand’s home, Casa Martini, in Pessione, Turin.

The new visuals invite viewers to step inside the world of Martini, with imagery that illustrates how the brand is ‘moving into a new era’.

The new creative has been designed to reflect consumers’ changing drinking habits.

The brand’s hero product, Martini Fiero, a lower-ABV vermouth, is front and centre in the visuals and represents how Martini is meeting the demand for the rise in mindful drinking, while remaining ‘grounded’ in aperitivo culture.