Thandie Newton is to be the new face of Martini’s “stay beautiful” campaign devised to encourage a reappraisal of the drink.
The actor, star of Crash and W, will promote the lightness of the Martini range and act as ambassador of the new Martini Rosato blend. Martini is keen to promote the fact that there is only one unit of alcohol in a serve of the drink.
The latest campaign featuring Newton was filmed in an exclusive London members’ club. She follows celebrities and actors such as George Clooney and Natalie Imbruglia as the face of the brand.
The brand is owned by Bacardi Brown-Forman and the company plans to invest £5.6 million in marketing Martini this year with an integrated trade and consumer campaign.
The marketing is designed to encourage customer reappraisal particularly among women aged 25-34-years old. Bacardi Brown-Forman will leverage a number of Martini assets across fashion, film and Formula One motor racing to help promote the brand.