Martini launches Dare to Be campaign

Bacardi-owned vermouth brand Martini has created marketing in celebration of the ‘modern aperitivo moment’.

From this month (May 2024), the campaign will launch in Spain, Belgium, the Netherlands and Luxembourg (Benelux), with Portugal and Italy to follow later this year.

The campaign asks consumers to step out of the ‘everyday you’ and into ‘your most playful and stylish self’.

It has been brought to life by campaign director Tom Noakes and fashion photographer Lou Escobar, under creative agency AMV BBDO & BBDO New York.

Visuals focus on friends enjoying aperitivo during the day, in Escobar’s ‘signature vibrant and colourful’ style.

The brand hopes the campaign will further cement its position as ‘a leader and innovator in the no-and-low’ category with its portfolio of long drinks, including its non-alcoholic expressions, Floreale and Vibrante.

It conducted research in 2023 that discovered record numbers of young adults are switching to low-and-no, with 53% looking to reduce their alcohol intake.

Victoria Morris, the brand’s vice president, said: “Style and playfulness are at the heart of Martini’s identity and have been a significant part of our heritage as an Italian brand. We wanted to bring these elements to the forefront through the message of Martini Dare to Be.”

“With Martini Dare to Be, we’re continuing to partner with creative leaders who bring our vision of Martini to life. The bold visuals and composition of the campaign film and photography speak to our history as an icon of Italian magnetic style, elevating everyday moments with a style that showcases personality.”

Last year the brand marked its 160th anniversary and launched a campaign to celebrate.