Brief

Bacardi Martini is advertising its premium packaged spirit mix V2 on TV for the first time with a 1.5m campaign through HHCL & Partners – but it is not showing the product. The ads for the vodka Martini drink, shot among the dramatic Gaudi architecture of Barcelona, tell people they should be drinking V2 because of its taste and not just because of its stylish looks. They will run for six weeks on Channel 4, Channel 5 and satellite stations. Tony Quinn, new product development manager at Bacardi Martini, says: ‘Sales of V2 have exceeded all expectations, so taking this rather unusual approach of not showing the bottle is a risk we are prepared to take.’