Industry News

MARTINI Advertising Returns to U.S. Television after 25 Year Hiatus

MARTINI announces its return to broadcast television with the brand's first U.S. campaign in more than 25 years.

 As a purveyor of high quality Italian wines—MARTINI Asti is the number one selling imported sparkling wine in the United States and MARTINI vermouths are the number one vermouth brand in the world—the classic MARTINI commercials of a quarter century ago have been missed but not forgotten. With new MARTINI Asti ads debuting nationally in late November, the brand returns to television to make a lasting impression for the celebratory holiday season.  

Filmed on location in Rome, Italy, the new television advertisement depicts the essence of this superior Italian brand, featuring a stylish Italian woman carrying a golden bouquet of balloons. She effortlessly weaves through traffic and arrives at a modern terrazza, individually delivering the balloons to each guest while reinforcing the legendary and iconic MARTINI image by delivering much more: the sense of joy everyone wants to be a part of. A festive cork pop is released from a bottle of MARTINI Asti and the gold balloons drift through the clear blue sky, gently turning into the bubbles from this fragrant and refined sparkling wine. MARTINI encourages one to simply "Let Go."

  Celio Romanach, VP, Brand Managing Director of MARTINI, says, "Since its inception [in 1863], MARTINI has been known for its outstanding advertising campaigns. Beyond the image of simply a drink or merely another alcohol brand, MARTINI has evolved into a marketing icon symbolizing fine Italian taste and culture."

The targeted audience includes women 25 to 34 years old and spots will air on leading national network and cable channels such as, ABC, CW, E!, Style, WE, Bravo, Oxygen, TLC, The Travel Channel and The Food Network. The new commercial will be featured on popular programming such as Grey's Anatomy, America's Next Top Model, Cougar Town, Real Housewives and Top Chef, as well as highly anticipated new shows such as Nikita.

With spots slated on prime network and hit television shows, the MARTINI broadcast media re-launch in the United States will serve-up MARTINI to a new generation.

The MARTINI brand has been known for its highly recognized "ball and bar" logo and always innovative advertising campaigns since its creation. From the now classic Art Deco posters that today flank the walls of restaurants and homes throughout the world, MARTINI has gained a reputation for capturing the essence of the times in its advertisements. With memorable jingles and seductive TV spots with Nicollette Sheridan and Angie Dickinson, MARTINI represents surprising and evocative moments everyone would like to join in on, and which have remained in the hearts and minds of consumers today. The re-launch in America will continue to seize the goia de vivre (Italian "joy of life") synonymous with MARTINI.

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