Martini launches first on-trade campaign in 15 years

Beginning on June 4, Martini will launch a £2 million campaign fronted by Natalie Imbruglia to promote its new fruit juice based drinks made from their three existing variants – Martini Bianco, Martini Rosso and Martini Extra Dry, as well as the new rosé style Martini Rosato.

They will be promoted as long drinks and pitchers aimed at 25-29 year old females for the summer market. Imbruglia, who will be launching the new Martini Rosato at a celebrity party in Kensington, said, “Being half Italian, I’m honoured to work with such a stylish and iconic brand with a strong Italian heritage behind it. I really love the new Martini Rosato, it’s just gorgeous with pomegranate juice.”

The overall campaign will also include on-trade activation in over 2,000 premium venues including All Bar One, Brown’s restaurant, Ha Ha, Pitcher & Piano and Slug & Lettuce from June 10. The new drinks include Imbruglia’s choice, Martini Rosato with pomegranate juice, as well as Martini Bianco and Extra Dry with apple juice, and Martini Rosso with cranberry juice.

“Martini is no longer about lemonade,” said Liam Newton, director of Martini marketing, “it’s about long drinks and pitchers mixed with refreshing fruit juices. The uplift generated by this campaign will be good news for the on-trade.”

Part of the Martini Rosato promotion is that it is a lighter drink with only 15% ABV. Recent research revealed that 1 in 2 UK women are unaware of the number of alcohol units in their drink, or of their recommended daily allowance: 3 units per day as a maximum. A 70ml measure of Martini with fruit juice equals 1 unit, whereas a 250ml glass of wine equates to around 3.

Alexis Hercules 04/06/08