Martini Royale

 

Date Author Alex and Bernie Agency Serviceplan

Martini Royale: The new drink from Bacardi. One part Martini. One Part Prosecco. The enemy: Mainstream-Aperol and Martini's own slightly dusty brand image. The solution that also won the pitch: A campaign that transports the nature of the drink via the inner life of the target audience (ridiculously named "aspiring stylish outlaws"). With corners and edges and a shot of schizophrenia. But in the end internal marketing politics reigned supreme: our campaign died a silent death and we were to adapt the international campaign from Fred & Farid Paris for the german market. Luckily, photographer extraordinaire Uwe Düttmann did such a great job that the european markets ended up using our motifs instead of those from Paris. Cheers.

The Campaign "Make it Royale here."

1-martini
2-martini
9-martini

The Campaign "At two with itsself."

3-martini
Only when you're everything are you everything.
Martini Royale. At two with yourself.
One Part Martini Bianco - One Part Prosecco. Refreshing on ice with lime.
4-martini
Crazy is, who crazy isn't.
Martini Royale. At two with yourself.
One Part Martini Bianco - One Part Prosecco. Refreshing on ice with lime.
5-martini
You are you are you. You are.
Martini Royale. At two with yourself.
One Part Martini Bianco - One Part Prosecco. Refreshing on ice with lime.
6-martini
We are different. But still the same.
Martini Royale. At two with yourself.
One Part Martini Bianco - One Part Prosecco. Refreshing on ice with lime.
7-martini
Too much of everything is too little of everything.
Martini Royale. At two with yourself.
One Part Martini Bianco - One Part Prosecco. Refreshing on ice with lime.
8-martini
1+1=1.
Martini Royale. At two with yourself.
One Part Martini Bianco - One Part Prosecco. Refreshing on ice with lime.