Thandie Newton spearheads Martini’s repositioning drive

Drinks brand plans to tap into ‘drinking with sophistication’ trend. By Branwell Johnson

Thandie Newton is to be the new face of Martini as it launches its “stay beautiful” campaign, devised to encourage a consumer reappraisal of the drink.

The actress, 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 serving 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 who have previously represented the brand.

Martini is owned by Bacardi Brown-Forman, which says it is to invest £5.6m in marketing the brand this year, with an integrated trade and consumer campaign planned.

The marketing is designed to encourage customer reappraisal, particularly among women aged 25 to 34 years old. Bacardi Brown-Forman will leverage a number of Martini assets across fashion, film and Formula One motor racing to promote the brand.

Bacardi Brown-Forman commissioned YouGov to carry out research to help strengthen the “stay beautiful” positioning of Martini and the appeal of lower alcohol servings. The survey found 73% of women who drink, aged between 25 and 34, are now drinking less than the recommended weekly allowance.

The study also revealed that 76% of women enjoy a drink but want to be able to maintain sophistication and style on a night out.

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