Martini
‘Aperitivo anytime anywhere’
While Martini is often seen as a classic drink by some, others consider it to be 'stuffy' and 'old-fashioned'. So when Martini came to launch its ready-to-drink premixed bottles, we saw this as the perfect opportunity for a brand revival.
Drawing on this insight, we developed a fresh social media campaign that revived the iconic 'Any time, Any place, Anywhere' tagline. This served as the foundation for our premixed bottles strategy. The campaign encouraged people to geotag where they were enjoying their premixed Martinis, inspiring them to find unique spots off the beaten track to enjoy an aperitif.
A custom Martini sticker was created, featuring the Martini logo transformed into a pin drop. This visual asset was incorporated into all campaign materials and branded the user-generated content. Initially launched as a paid digital campaign on Instagram, the campaign leveraged the popular 'wanderlust' trend to achieve significant organic reach. As a result, a younger audience was introduced to the true essence of Martini.
