A scotch whisky distiller, when asked recently if he made any blends, was gloriously sniffy and dismissive of blended whisky. It would have been interesting to see and hear what he would have made of the Johnnie Walker Directors Blends, which I got to taste last Thursday (November 28) in London.
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.