Bacardi-Martini is launching a &£1.3m Christmas TV campaign for Martini Vermouth which aims to portray the brand as sophisticated, sociable and fun.
The 30-second ad continues the theme of the well-known “Anytime, Any Place, Anywhere” campaign, but features a contemporary soundtrack.
It shows a group of stylish, young people relaxing in the sun on a boat with their iced Martinis before jumping into the sea fully clothed.
The new execution was created by HHCL & Partners with media buying through Universal McCann.
It breaks during the Miss World contest on Channel 5 on Thursday (November 30) and will be aired on ITV, Channel 4 and Channel 5 during soaps, dramas, game shows and films.
“The media schedule has been very carefully planned to hit the optimum number of our 35to 59-year-old C1 C2 female target audience,” says Maurice Doyle, marketing director at Bacardi-Martini.