Martini has launched its
first on-trade campaign for 15 years and has added a new rosé-style variant
June 03, 2008
The campaign, a £2m spend,
focuses on creating fruit juice-based Martini mixers for summer drinking
occasions.
It is being fronted by singer Natalie Imbruglia and is targeting 25 to
29-year-old females.
The new serves are being promoted as long drinks and pitchers, and are available
in pubs throughout the country, including All Bar One, Ha Ha, Pitcher & Piano
and Slug & Lettuce outlets from 10 June. New “delicate spicy” variant
Martini Rosato is paired with pomegranate juice and is best served with lime,
while Martini Rosso is matched with cranberry juice. Martini Bianco and Martini
Extra Dry are being served with apple juice.
Martini director of marketing Liam
Newton said: “Martini is no longer about lemonade,
it’s about long drinks and pitchers mixed with refreshing fruit juices.
"We believe this campaign will
truly re-invigorate Martini’s on-trade performance.“This will be further
supported by the launch of Martini Rosato, which has done very well in the
off-trade as the new rosé-style is in line with the rosé wine trend. "Martini
remains one of the most profitable brands in the bar and this campaign is good
news for the on-trade.”