To mark the 160th anniversary: Martini campaign launches in Switzerland
Martini is celebrating its 160th anniversary and is now launching its global campaign in Switzerland as well. As part of this, the brand is also addressing new drinking habits—and putting non-alcoholic alternatives front and center.
Martini has announced the launch of its new anniversary campaign "160 Years of Italian Taste", celebrating 160 years. The campaign aims to open the doors to the world of Martini for consumers around the globe and is inspired by the brand's heritage as a symbol of Italian style and culture.
The brand, founded in 1863 by entrepreneur Alessandro Martini and botanical expert Luigi Rossi, is known for its iconic Italian heritage. The new campaign, "160 Years of Italian Taste," combines the brand's heritage with its vision for the future - inspired by the motto "Volere é Potere" (Where there's a will, there's a way) that adorns the gates of Casa Martini in Pessione, Turin. The creative assets invite viewers:inside to dive into this world - a realm of unlimited possibilities, with images designed to illustrate the brand's departure into a new era.
The new creative concept is also intended to reflect the changing drinking habits of female consumers: Two non-alcoholic vermouths are the focus of the assets and are intended to show how Martini meets the growing demand for mindful drinking and unites it with aperitivo culture.
Developed by AMV BBDO
The "160 Years of Italian Taste" campaign is accompanied by an extensive media and OOH campaign and supported by PR and media cooperations as well as influencer activation. The above-the-line campaign was developed by creative agency AMV BBDO. In Switzerland, the campaign will be played out in French and German from July.
Customer: Bacardi, brand: Martini. Agency: AMV BBDO. Media: OMD. Production: CLM. Photo: Liz Collins. PR: BCW.
