Martini, the cause of many teenage hangovers in the Seventies, is being relaunched next week backed by a 5m marketing spend and a new television campaign, created by HHCL & Partners.
A teaser TV ad breaks next week and features a montage of Martini ads from the Seventies, backed by its signature tune “Any time, any place, any where”. The ad closes with a challenge to consumers that if they think they are extremely attractive, they can audition for a part in Martini’s new campaign, which will break in the new year.
Martini marketing controller Chris Meredith says the product will be aimed at younger consumers, without alienating its loyal older drinkers. “It is tongue-in-cheek and will appeal to consumers with a sense of humour and a sense of kitsch,” he says.
Sales of Vermouth have declined since the Seventies, when it was a very fashionable drink, particularly for young women in pubs. Earlier this year, IDV announced that it is test-marketing new variants of its vermouth brand Cinzano in a bid to boost sales (MW April 28).