Bacardi has given its Martini brand a packaging makeover in a bid to capture a new generation of drinkers.
The iconic vermouth now comes in a distinctive bottle inspired by the arched walkways of Turin that is intended to reflect the quality of the liquid inside. The new design also reduces the brand’s environmental impact; the one-litre bottle is 5% lighter than before and a slimmer shape means an 8% increase in the number of 75cl bottles that can fit on a single pallet.
The new bottles start rolling out from next month across the Martini range of Bianco, Rosso, Fiero, Rosato, and Extra Dry, as well as the Martini Non-Alcoholic Aperitivo range of Vibrante and Floreale.
The launch is bolstered by ‘Martini Dare To Be,’ a comprehensive new marketing campaign that invites consumers to step out of the “everyday you” and step into “your most playful and stylish self”. Running throughout the year, the campaign includes advertising, PR and social media activities.
Furthermore, a new consumer experience, Terrazza Martini, will tour major European cities throughout the summer. The Terrazza Martini will offer a “style and entertainment hotspot” where consumers can experience the brand’s signature drinks and more.
