Martini has unveiled a new bottle and pack design, accompanied by a commitment from the brand to double its media spend for the next financial year.
A new brand strategy will focus on winning the evolving “modern aperitivo” occasion, combined with a clear drinks strategy designed to inject the brand’s outlook with new energy and confidence.
The pack design will affect the entire portfolio, including vermouth and the brand’s portfolio of aromatised and sparkling wines. The aesthetic has evolved to bring the bottles into a new era while maintaining Martini’s renown and heritage cues, it said. The labels contain design details featured on Martini bottles from the mid-19th century and, for the first time in 20 years, the iconic Martini racing stripes will return in a demonstration of the brand’s intrinsic link with motor racing.
The brand’s new drinks strategy is informed by changes to the modern aperitivo occasion, which has moved away from the traditional pre-meal drink to a longer occasion enjoyed with friends that presents opportunities to alcohol brands like Martini.
In response, it has developed longer, simpler drinks like Martini and tonic “mezzo e mezzo” (half and half) to offer drinkers a naturally refreshing and stimulating taste experience.
Martini global vice president John Burke said: “We estimate that the modern aperitivo accounts for almost 31% of total consumption occasions in Europe and our new, refreshing serve sells more Martini in every drink and drives more repetition than any long drink. Understanding this, alongside the investments we’ve made in new packaging, we are in a good position to achieve our ambition. I am also delighted to announce that we’ll be doubling our media spend in support of a new advertising campaign. This confirms the confidence the company has in the growth potential of Martini.”
The new ad campaign supports the brand’s latest positioning, Play With Time, which centres around the idea that time spent with friends is time well spent. The campaign will launch across Europe in April and can be seen across TV, digital and out-of-home channels. An international campaign will then follow.
The new Martini sparkling wine range will be available in stores from May, whilst the vermouth range will be produced in June and appear in market from July.
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