Martini has kicked-off a new integrated brand campaign ‘Time Best Shared’ with the release of a 30-second spot directed by Floria Sigismondi and produced by London agency Abbott Mead Vickers BBDO.
Messaging will be centred around sharing special moments and memories, encouraging consumers to choose Martini products to go with their social events and casual meetups.
The new ad will premiere on TV before being given a wider release across multiple formats, notably through digital and social media channels. A dedicated PR and influencer campaign will also be launched.
This latest push comes as the iconic Italian distillery recently took the plunge into the ready-to-drink market for the very first time, releasing three canned products – Martini Fiero and Tonic, Martini Non-Alcoholic Vibrante and Tonic, and Martini Non-Alcoholic Floreale and Tonic.
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“At Martini, we understand the importance of time spent with friends, it’s been at the very heart of our brand since it was founded by three friends over 150 years ago,” Martini global vice-president Victoria Morris said.
“The best memories are made with those closest to us, most often when it is catching up over a drink and sharing stories.”
Morris added: “Martini Time Best Shared reminds people about those magical moments when we meet friends and create lasting connections.
“The campaign celebrates those everyday moments when you can truly be yourself in the company of the people that matter most.”
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