MARTINI is a cultural icon whose ‘gioia di vivere’ (joy of living) ethos has earned it a place not just at the heart of the drinks world, but of car racing, fashion and film. Our brief, in 2013, was to celebrate 150 years of MARTINI by reasserting its iconic status.
Ahead of our global celebration in Lake Como, we reaffirmed the brand’s position at the heart of cocktail making by re-launching its classic cocktails, and reestablished the MARTINI racing association by re-partnering with Porsche Mobil 1 Supercup.
A digital campaign that used cutting edge, voice recognition technology gave consumers the chance to Get on the Guestlist of the Lake Como finale party by virtually blagging their way in.
Alongside those lucky few, 700 celebrities and media were invited to Villa Erba in Lake Como where they watched performances by Lily Allen, Chilly Gonzales and Mark Ronson. The world’s media rubbed shoulders with star guests, Rosie Huntington-Whitely and Joseph Fiennes amongst them, whilst immersed in the world of MARTINI.
175 prime time TV slots resulted in over 7 million OTS. We got MARTINI back on the youth agenda and performed beyond our objectives by dramatically upping the brand’s presence on its social media channels globally.