Martini targets next generation

28 September, 2011

Martini has set its sights on recruiting a younger generation of consumers with a new global campaign entitled Luck Is An Attitude.

The Italian vermouth brand is looking to “refresh its image” and  “establish a relationship with a new audience through cut-through messaging”.

According to Martini, Luck Is An Attitude is “about living life to the fullest, taking a chance and daring to be playful”.

Arnaud Meysselle, global brand director, said: “Martini has never really talked to young people. They want to be talked to in another way so we wanted to do something digital on Facebook – where we have 500,000 fans.”

Central to the campaign is Kisser Casting, Martini’s Facebook-based talent search to find the star of its next TV advert.

Martini has described the ‘Martini Star's’ advert role as invloving “kissing ten women” and being “paid €150,000”.

Consumers in Belgium, Germany, Greece, Estonia, Italy, Angola, Lithuania, Portugal, Spain, Russia, the UK, and Poland will be involved initially while a roll out to the US and South America is also on the cards.

The brand has also developed two new serves as part of the campaign:

Martini Royale is a blend of the Martini Bianco, Martini Prosecco, freshly squeezed lime with a hint of mint.

The second serve, Martini Rocks, involves Martini Bianco served in a large tumbler glass, with ice and a squeeze of lime.
  





Digital Edition

Drinks International digital edition is available ahead of the printed magazine. Don’t miss out, make sure you subscribe today to access the digital edition and all archived editions of Drinks International as part of your subscription.

Comment

La'Mel Clarke

Service isn’t servitude: the skill of hosting

La’Mel Clarke, front of house at London’s Seed Library, looks at the forgotten art of hosting and why it deserves the same respect as bartending.

Instagram

Facebook