MARTINI 160TH ANNIVERSARY
Celebrating 160 years of MARTINI’s iconic history
In 1863 an unlikely duo of entrepreneur and herbalist joined forces. Bringing together business acumen with a detailed knowledge of winemaking and botanicals, they created what became the iconic MARTINI vermouth. MARTINI has now symbolised Italian elegance and taste for 160 years – a momentous milestone worth honouring.
As a creative drinks marketing agency, we know how to leverage important brand occasions and craft them into moments of celebration.
The MARTINI 160th Anniversary was the ideal opportunity to encourage an appreciation of great taste and become part of the brand’s iconic history.
Campaign Development | Key Visual Creation | Asset Creation | Social Media Assets
THE CHALLENGE
Celebrate an Italian Lifestyle Icon
The team challenged us to create a below-the-line campaign centred around 160 years of MARTINI that defined a new moment in aperitivo history.
Our objective was clear: to recruit a new generation of mindful drinkers by inviting them to apply their unique style to the everyday, taking the experience and joy of sipping MARTINI to new heights.
We sparked wonder by developing a suite of promotional assets and tactics that were amplified across key channels and that celebrated MARTINI’s classic Italian aperitivo lifestyle.
THE APPROACH
Define the overarching campaign message
We crafted a simple line that delivered a bold statement and complimented the customer in one hit. “Great Taste Begins With MARTINI” paid homage to the Italian lifestyle and showcased the aperitivo moment with panache and attitude.
Bring the MARTINI 160th Anniversary celebrations to life
Our main goal was to bring the line “Great Taste Begins With MARTINI”’ to life. We explored three different territories, all rooted in MARTINI’s iconic brand world, before landing on a creative route inspired by MARTINI’s warm Italian spirit and playful personality that also honoured its iconic brandmark.
A collection of geometric shapes, bold colours and minimalist yet clever layouts propelled our campaign into the modern era, while acknowledging the rich history that has shaped MARTINI over the decades.
Drive appeal with a confident and playful key visual
Wonderworks defined the vision and creative approach of the celebratory campaign. Rolled out in off-trade markets, our Key Visual better communicated MARTINI’s boldness and appealed to a younger target audience. It flexed across multiple channel activation points – from FSDUs to storefront archways – to draw attention and recruit new drinkers during the MARTINI 160th Anniversary year.
THE WONDER
The wonder was developing a creative strategy that delivered a confident and playful brand statement and celebrated the consumer in one powerful line – a carefully considered sentence that aligned with the brand’s tone of voice and invited new, younger drinkers to try MARTINI for themselves.
