McCann-Erickson’s newly formed youth division, Magic Hat, has been appointed by Bacardi-Martini to produce bespoke music tracks to promote Martini. The tracks will also be sold commercially worldwide.
Magic Hat intends to create a music sound that is immediately associated with Martini and is owned by the drink makers.
This contrasts with ads like Peugeot 406 which features a track by pop band M People. The account is pan-European and worth about 750,000. The UK account held by HHCL & Partners is not affected.
Simon Aboud, managing director of Magic Hat, says: “We are creating a contemporary sound that is immediately identifiable with Martini. Music that is relevant to young people is contemporary and we want to create music that has an immediate association with the brand.”
The resulting audio-visual work will be aired in various clubs, and potentially in TV and cinema commercials across Europe.
McCann’s Amster Yard consultancy in New York is working on brand advertising to run with the promotion.
Rimmel is launching the first national television ad campaign for its core make-up range through Abbott Mead Vickers.BBDO. The 2.5m ad campaign features a day in the life of two young women who use a wide selection of Rimmel make-up products to the sound of Supergrass’s hit song Alright. The commercial, called No Limits and running for six weeks from April 1, is the first time Rimmel’s core make-up range has been advertised on television.