MARTINI lacks a clear role in the mind of the modern consumer, who are unclear about why, what, when, where and how to drink MARTINI. In the face of this clear need for brand repositioning, the first new variant in over 100 years, MARTINI Rosato, was to be launched with high global expectations in the UK.Our response was to lead an integrated communications campaign, focusing on re-igniting passion for the brand, capturing consumer imagination and communicating the benefits of a ‘light’ drink.As lead agency, we provided creative direction and strategic counsel across all marketing disciplines (Advertising, Digital, and Experiential) to create a seamlessly integrated and connected communications campaign.The multi-layered campaign helped boost MARTINI Rosato to become No.1 sales spot, outselling all other variants in the iconic product portfolio. Performance achieved as a direct result by an increase of 347% in items of coverage from 2008 reaching over 153m people and hitting 90% of the UK’s female population between 24 – 35 years old. The wide breadth of coverage across influencer and mainstream media, worth £1.6m and with a 17:1 return on investment. The campaign made Rosato the most successful ever sales launch for the global brand.

Stage 1 – Trade Launch We worked with the MARTINI sales & marketing teams to develop a series of stories to build momentum within top and mainstream media.Stage 2 – MARTINI AmbassadorWe commissioned Thandie Newton as the face of the ‘Stay Beautiful’ PR campaign in a series of images which were unveiled at a viewing with over 300 influencers.Stage 3 – Consumer EducationWe created advertorials with influencer media - Vogue, Glamour, Grazia and Sunday Times Style and a ‘Stay Beautiful’ guide with ELLEStage 4 – CSR ResearchWe commissioned leading psychologist, Georgia Foster, to reveal a new wave of woman. Leveraged across a multi-platform print, broadcast radio and digital campaign.

Stage 5 – Global PartnershipsLeveraged MARTINI’s ownership of Working Title Film premieres and F1 sponsorship in Monaco.Stage 6 – Digital DialogueDigital showcase, community building and super-seeding of the photoshoot film.

We developed an integrated campaign based upon strategic planning, digital expertise and consumer insight adopting a ‘lead agency’ mindset to achieve both business and brand objectives:• 362 pieces of coverage generated between April and December 2009 across print, broadcast and online media.

• 83% of all coverage achieved was dominated by feature editorial • Over 153 million consumers were reached with 90% of the female population aged between 25 – 34 having seen at least one relevant MARTINI message • All coverage was evaluated independently by Media Proof and delivered a value in excess of £1,557,088• 347% increase in media items from 2008 vs. 2009 • 17:1 ROI• Video trailer received 137,000 views.• MARTINI’s value rose by +2.5% on the bi-month for the first time in over two decades • MARTINI Rosato is the most successful sales launch within the product portfolio