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Redesigned Martini featured in global campaign

Martini, the world’s leading vermouth and best-selling Italian sparkling wine, has redesigned its bottles and launched a global creative platform and film to support it’s latest positioning 'Play With Time', which centres on the idea that time spent with friends is time well spent.

The design aesthetic of the entire portfolio of vermouth and best-selling range of aromatized and sparkling wines has evolved to bring the bottles into a new era while maintaining the renowned, heritage cues of Martini. The labels contain design detail featured on Martini bottles from the mid-19th century and for the first time in 20 years, the iconic Martini racing stripes return, demonstrating the brand’s intrinsic link with racing since 1968

The film, entitled ‘The richest man in the world’, is a cinematic journey that shows the philosophy of a man who lives his life collecting experiences instead of money. Set to David Axelrod’s The Edge, we see the film’s hero leading the viewer through hyper-real scenes that tell the story of time well spent travelling the world, in good conversation, falling in love and learning new things.

Director Jake Nava, who may be best known for his career-defining music videos for Beyonce and The Rolling Stones, is also an award-winning commercial director having worked for a range of premium brands.

“We felt Jake was the best person to help bring a fresh, new look to Martini that would connect with our target millennial,” says John Burke, global VP, Martini. “The past 10 months has seen dramatic steps taken by the brand team as we reinvigorate one of the world’s most iconic Italian brands. Things that would have taken 18 months to push through, we’ve done in half the time due to Jake’s ability to grasp the essence of the brand so quickly and deeply.

“To support the new campaign, we have committed to doubling our media spend. This confirms the confidence the company has in the growth potential of Martini.”

The campaign, created by AMV BBDO, has been launched in Italy and across Europe can be seen across TV, digital and out of home. The rest of world will follow.

16 May 2016 - Felicity Murray The Drinks Report, editor