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News
Major changes for Martini
Martini, the iconic vermouth brand, has been given a comprehensive overhaul. The ‘relaunch’ includes new more feminine packaging; a rosé line extension, Rosato; new serving suggestions. The effort aims to “put the wow” back into the brand and “change perceptions among a younger audience” according to marketing manager Caroline Herbert.
Research has indicated that there are approximately four million Martini drinkers in the UK, 72% of them female. However, most of these are occasional consumers – only a relatively small proportion of older drinkers buy into the brand on a regular basis. The objective of the overhaul is to “grow frequency of purchase among 25-34 year old drinkers and become part of their core repertoire,” says Herbert.
Sales have remained relatively static in recent years, hovering around the 650,000 case-mark in the UK. But it has suffered from a rather dated consumer perception. In response to this reality, the company decided that significant development was necessary – as Herbert explains, “we didn’t just want to make small changes”.
The new packaging marks a drastic evolution form the rather dated old presentation, with a more feminine, curved bottle shape, and much clearer labelling. The rosé variant seems likely to tap into the current thirst for all things pink. And a host of new serving suggestions are set to drag the brand away from the stereotypical and uninspiring lemonade mix. A £1 million marketing push, meanwhile, will target young drinkers, principally through advertising and editorial in popular women’s magazines.
Ben Grant
© db 6 June 2007