‘It’s about mindset’: Martini on avoiding the pitfalls of age-based segmentation
Martini is celebrating 160 years of business with a new campaign celebrating its Italian heritage. Its marketing lead tells us how it the brand targets values rather than demographics when finding its next customers.
Any brand that has been around for over a hundred years will have had to ponder how it finds a new audience multiple times over. Martini is no exception.
The Italian spirits company, most famous for its vermouth, is celebrating its 160th anniversary this year with a new campaign ‘160 Years of Italian Taste’ which hopes to remind latent consumers and attract new interest.
But unlike other spirit brands who are looking to attract the younger generation, for example, the whisky brand Ardberg which has created a series of graphic novels aimed at Gen Z and millennials, Martini prefers to focus on shared values.