Martini - Dare to Be Campaign
What makes this campaign stand out is its focus on daytime, stylish gatherings, moving away from typical nightlife associations with alcohol. It plays on the idea of aperitivo being a chic, sociable occasion, rather than a prelude to something else. Martini uses this platform to challenge traditional drinking habits while tapping into the growing trend of reduced alcohol consumption.
The campaign features bold and colorful visuals, captured by fashion photographer Lou Escobar, and emphasizes the brand leadership in the no- and low-alcohol drinks sector. Martini promotes its non-alcoholic options, including Floreale and Vibrante, positioning them as the perfect daytime social drinks.
Martini target audience for this campaign includes young adults across Europe, particularly those in Spain, Italy, and Benelux, who are inclined towards lifestyle trends, health-conscious choices, and enjoy sophisticated social gatherings.
TARGET AUDIENCE
About the
Campaign -
What makes this campaign stand out is its focus on daytime, stylish gatherings, moving away from typical nightlife associations with alcohol. It plays on the idea of aperitivo being a chic, sociable occasion, rather than a prelude to something else. Martini uses this platform to challenge traditional drinking habits while tapping into the growing trend of reduced alcohol consumption.
Core Theme of the Campaign -
Martini "Dare to Be" campaign celebrates aperitivo culture, encouraging consumers to embrace their most stylish selves.
It highlights Martini no- and low-alcohol options, ideal for daytime socializing.
Visuals by Lou Escobar are colorful and playful, aligning with Martini Italian heritage of style and elegance.
The campaign positions Martini as an innovator in the modern drinking landscape.
It targets health-conscious individuals looking to reduce their alcohol intake without sacrificing sophistication.
Martini goal is to elevate ordinary moments into stylish, memorable experiences.
The campaign runs across digital, PR, social media, and out-of-home advertising.e�