At the heart of the new campaign is the brand’s belief in the power and importance of time spent with friends. MARTINI has invested $15m across advertising, PR and social media in Europe, making MARTINI TIME its most significant brand campaign in recent years.
The above-the-line campaign will launch with an emotive new TVC advert that captures precious moments of close friends connecting and spending time together, introducing the strapline: “Let’s Make Time.”
The advert will air in Belgium, Germany, the Netherlands, Portugal and Spain from early April. It was created by advertising agency AMV BBDO, who recruited Swedish director Christian Larson to bring the concept to life, and is set to Angelo De Augustine’s ‘Time’ music track.
The campaign will also live online through a calendar of innovative video and social media content, while a dedicated PR campaign will shed light on modern friendship, and the importance of spending face-to-face time together, through a new body of expert research that is set for release in mid-April.
MARTINI TIME will make its way into the real world via a series of experiential activations at on trade locations across Europe, encouraging the public to make time for moments of real connection with those they are closest to.
Nick Stringer, Global Vice President of MARTINI, says: “Friendship is a core ingredient at MARTINI; we were founded by three close friends who crafted drinks that have been enjoyed with loved ones for over 150 years. With the fast pace of life consumers face today, the benefits of quality time spent with quality people can be overlooked and the time marginalised. MARTINI TIME should remind people of the power of human connections in the real world. MARTINI TIME is rooted in the aperitivo occasion – time spent in the late afternoon breaking bread and sharing drinks – but it is also a celebration of those everyday moments when you can open up and be yourself in the company of those who matter most to you.”
Agencies AMV BBDO, Ogilvy PR and OMD have devised and executed the campaign for MARTINI.
Source: Bacardi Limited