MARTINI Launches New Fully Integrated Brand Campaign – 'MARTINI Time'

London, UK, March 2019: Bacardi-owned MARTINI today announces the launch of MARTINI TIME – a new, fully-integrated brand campaign that will be executed through-the-line from early April.

At the heart of the new campaign is the brand’s belief in the power and importance of time spent with friends. MARTINI has invested $15m across advertising, PR and social media in Europe, making MARTINI TIME its most significant brand campaign in recent years.

The above-the-line campaign will launch with an emotive new TVC advert that captures precious moments of close friends connecting and spending time together, introducing the strapline: “Let’s Make Time.”

This is MARTINI’s first television advert since 2017 and it will air in Belgium, Germany, Italy, the Netherlands, Portugal and Spain from early April. It was created by advertising agency AMV BBDO, who recruited Swedish director Christian Larson to bring the concept to life. The advert is set to Angelo De Augustine’s ‘Time’ music track.

The campaign will also live online through a calendar of innovative video and social media content, while a dedicated PR campaign will shed light on modern friendship, and the importance of spending face-to-face time together, through a new body of expert research that is set for release in mid-April.

MARTINI TIME will make its way into the real world via a series of experiential activations at on trade locations across Europe, encouraging the public to make time for moments of real connection with those they are closest to.

Nick Stringer, Global Vice President of MARTINI, says: “Friendship is a core ingredient at MARTINI; we were founded by three close friends who crafted drinks that have been enjoyed with loved ones for over 150 years. With the fast pace of life consumers face today, the benefits of quality time spent with quality people can be overlooked and the time marginalised. MARTINI TIME should remind people of the power of human connections in the real world. MARTINI TIME is rooted in the aperitivo occasion – time spent in the late afternoon breaking bread and sharing drinks – but it is also a celebration of those everyday moments when you can open up and be yourself in the company of those who matter most to you.”

Agencies AMV BBDO, Ogilvy PR and OMD UK have devised and executed the campaign for MARTINI.

-ENDS-

NOTES TO EDITORS

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. The MARTINI portfolio includes: MARTINI Fiero, MARTINI Riserva Speciale Rubino, MARTINI Riserva Speciale Ambrato, MARTINI Riserva Speciale Bitter, MARTINI Bianco, MARTINI Rosato, MARTINI Rosso, MARTINI Extra Dry, MARTINI Asti, MARTINI Prosecco and MARTINI Rosé Extra Dry.

Created in 1863 in Turin, Italy, the MARTINI brand is part of the portfolio of Bacardi Limited, headquartered in Hamilton, Bermuda, and continues to be the market leader of the Vermouth category. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited.

ENJOY MARTINI RESPONSIBLY.

MARTINI AND THE BALL AND BAR LOGO ARE TRADEMARKS. FOR MORE INFORMATION, PLEASE VISIT www.martini.com

CREDITS

BRAND

John Burke – Chief Marketing Officer, Bacardi

Nick Stringer – VP Marketing, MARTINI Global

Lucy Scott – Creative Excellence Director, MARTINI Global

Jamie Posner – Brand PR Director, MARTINI Global

AMV BBDO

Executive Creative Directors & Creative Team – Steve Jones & Martin Loraine

Social Creative – Chris Jones

Chief Strategy Officer – Craig Mawdsley

Social Strategist – Marina Glavan

Senior Board Account Director – Sonia Karia

Account Director – Samuel Biss

Agency Producer – Greg Kates

Social Producer – Joe Sloane

Business Affairs – Michelle Holmes

DIRECTORS

Director – Christian Larson

Production Company – Somesuch

Post Production House – ETC

OGILVY PR

Client Partner – Jenny McCoubrey

Account Director – Natasha Redcliffe