MARTINI Launches its First Artificial Intelligence Led Creative Campaign Assets

London, UK, December 2022: Bacardi-owned MARTINI has announced the launch of its first creative campaign powered by Artificial Intelligence. ‘Unbottling MARTINI’ launches on the 14th January 2023 combining ASMR with Midjourney AI, to create assets that visualise the tasting notes, ingredients, processes and flavours that come together in a bottle of MARTINI.

In a world first for a spirits brand, the new assets mark a distinct move by MARTINI to look to the future, embracing technology to evoke the timeless style and elegance the brand has always been known for.

The collection of nine assets showcase MARTINI’s stand out serves including: the MARTINI Non Alcoholic Vibrante & Tonic, MARTINI Americano and cocktail of the moment, the Negroni Sbagliato. Each visual is created by descriptive text being fed into the AI platforms, with the information being used to generate a unique visual interpretation of the MARTINI world.

The assets were created using visual AI, Midjourney to create a completely unique interpretation of the MARTINI world, the first of its kind to be launched across its platforms.

Midjourney is an artificial intelligence program that creates visuals from textual descriptions. By feeding in descriptive text, the AI generates a completely one of a kind image. Key words such as: Botanicals, floral, petals, flowers, Artemisia and Roman Chamomile are fed into Midjourney, to generate the final Unbottling MARTINI assets.

Avril Nunez, Global Creative Development Director commented: “For nearly 160 years, MARTINI has put its stamp on culture and shared it with the world. MARTINI’s iconic vermouths are renowned for artfully blending rare and distinctive botanicals. With this new suite of digitally-forward images, we’re looking to the future, using brand new technology to open up the world of MARTINI, showing consumers what goes into each and every bottle.”

João Paulo Testa, Creative Director, AMV BBDO said: “MARTINI has a rich history of iconic advertising, from their famous artist-commissioned, illustrated posters back in the 1930s through to Andy Warhol in the 1950s. As the first spirits brand in the world to launch AI generated advertising, this step cements MARTINI’s status as a cultural leader in the drinks advertising space.”

-ENDS-

CREDITS

BBDO:

Creative Director - João Paulo Testa

Social Creative Director – Kalle Everland

Board Account Director – Charlotte Oram

Senior Account Director – Patrick Bolton

Senior Account Manager – Georgia Phillips

Senior Producer – Michelle Walton

Designer – Andrea Casacci

Production company – Packshot Factory

Sound - Pitch & Sink

About MARTINI

One of the most iconic brands in the world, MARTINI® is the leading name in Italian winemaking and a purveyor of the highest quality aromatized and sparkling wines. The award- winning, vibrant and bittersweet taste of the MARTINI range is the result of secret blends of more than 40 botanicals sourced from the finest locations across the globe. First created in 1863 in Turin, Italy, the MARTINI portfolio today includes: MARTINI Fiero, MARTINI Riserva Speciale Rubino, Ambrato & Bitter, MARTINI Bianco, Rosato, Rosso & Extra Dry, MARTINI Non-Alcoholic Vibrante & Floreale, MARTINI Asti, Prosecco & Rosé Extra Dry. For more information, please visit www.martini.com.

MARTINI and the ball & bar logo are trademarks. MARTINI is part of the portfolio of Bacardi Limited, headquartered in Hamilton, Bermuda. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited.

About Bacardi

Bacardi Limited, the largest privately held spirits company in the world, produces and markets internationally recognized spirits and wines. The Bacardi Limited brand portfolio comprises more than 200 brands and labels, including BACARDÍ® rum, GREY GOOSE® vodka, PATRÓN® tequila, DEWAR’S® Blended Scotch whisky, BOMBAY SAPPHIRE® gin, MARTINI® vermouth and sparkling wines, CAZADORES® 100% blue agave tequila, and other leading and emerging brands including WILLIAM LAWSON’S® Scotch whisky, ST-GERMAIN® elderflower liqueur, and ERISTOFF® vodka. Founded 160 years ago in Santiago de Cuba, family-owned Bacardi Limited currently employs more than 8,000, operates production facilities in 10 countries, and sells its brands in more than 170 countries. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited. Visit www.bacardilimited.com or follow us on Twitter, LinkedIn or Instagram.