The Italian vermouth brand is looking to “refresh its image” and “establish a relationship with a new audience through cut-through messaging”.
According to Martini, Luck Is An Attitude is “about living life to the fullest, taking a chance and daring to be playful”.
Arnaud Meysselle, global brand director, said: “Martini has never really talked to young people. They want to be talked to in another way so we wanted to do something digital on Facebook – where we have 500,000 fans.”
Central to the campaign is Kisser Casting, Martini’s Facebook-based talent search to find the star of its next TV advert.
Martini has described the ‘Martini Star's’ advert role as invloving “kissing ten women” and being “paid €150,000”.
Consumers in Belgium, Germany, Greece, Estonia, Italy, Angola, Lithuania, Portugal, Spain, Russia, the UK, and Poland will be involved initially while a roll out to the US and South America is also on the cards.
The brand has also developed two new serves as part of the campaign:
Martini Royale is a blend of the Martini Bianco, Martini Prosecco, freshly squeezed lime with a hint of mint.
The second serve, Martini Rocks, involves Martini Bianco served in a large tumbler glass, with ice and a squeeze of lime.
