The campaign - designed to reach 25-to-34-year-old women - will continue to associate the drink with fashion, film, Formula One and celebrity endorsements.
The strapline of the new campaign will be 'Stay Beautiful' and will focus on the fact that one standard 70ml Martini serve contains one unit of alcohol.
Mark Holdsworth, marketing controller of Martini, says the brand will receive significant investment both above and below-the-line in order to re-ignite passion in the brand. 'Our job will be to increase its relevance to a modern audience,' he says.
.jpg)
.jpeg)