How Martini tempted consumers to try something different
Jo Bowman
Martini is an iconic spirits brand with an enviable heritage, but it was suffering from an image problem. Consumers often – at best – associated it with the 1970s, and few drinkers realised that the vermouth could be enjoyed in cocktails, rather than solely as a straight aperitif.
As 2013 marked the brand's 150th anniversary, it was decided that a fresh marketing push could help change this situation. More specifically, the aim was to tap into what Melissa Frank, Bacardi-Martini's global shopper marketing director, called the "connecting with friends" drinking...