Martini Targets New Generation of Drinkers with Begin Desire Campaign

Drinks brand Martini is mounting a bid to capture a greater slice of the 25-34 market with the launch of a global cross-media campaign.

Centred on a short film, directed by Jake Scott, the Begin Desire camapign seeks to resonate with the demographic and by highlighting the brands Italian roots and encouraging people to think big and act on their desires.

Shot on location in Rome it tracks a waitress clearing tables who uncovers the words ‘Begin Desire’ scrawled on a napkin by a customer. Further invitations ultimately lead her to a train station whereupon the crowds vanish and she boards a waiting train.

Sandy Mayo, Martini’s senior global category director, said: “This is an exceptionally proud and exhilarating time for the Martini brand as we bring to life its style and essence – an iconic brand with 150 years of history to its name. This campaign sees Martini going back to its roots and celebrating what made its past so iconic. We live in an age where aperitivo is king, and style and authenticity are at the centre of our consumers’ world.”

The film will launch in Italy on 26 October before rolling out across Europe in November.

  Advertising, Alcohol, Begin Desire, Beverage, Campaign, Europe, Italy, Martini, RSA