UK: Bacardi Brown-Forman plans to invest £5.6m in its Martini vermouth brand during 2009.
The trade and consumer campaign will start in April with a high profile launch and continue to be supported throughout the year.
The brand campaign is being designed to encourage consumer reappraisal of Martini, particularly among 25-34 females. Activity will span across fashion, film and Formula One motor racing as well as a celebrity programme.
The new campaign called “Stay Beautiful” will focus on a Rosato & pomegranate juice serve, with marketing activity championing the brand’s positive benefits of lightness due to its lower ABV. One standard 70ml Martini serve contains one unit of alcohol.
Mark Holdsworth, marketing controller, said: “2009 will be an exciting year for Martini with the brand receiving significant investment both above and below the line in order to re-ignite passion in the brand. Martini is iconic with a rich history and heritage. Our job will be to increase its relevance to modern audiences, a challenge we’re looking forward to meeting head on.”
