‘Dare To Be’, which centres around a 30-second ad, will run from this week in Spain and the Benelux markets ahead of a wider rollout to Italy and Portugal later this year before expanding across the rest of Europe and the US. The push will appear in movie theatres as well as out-of-home activity and on digital and social media platforms.
Tabasco, who appeared in season two of HBO comedy-drama The White Lotus, was selected to highlight Martini’s Italian provenance.
Also featuring in the campaign will be the no-alcohol extensions, Floreale and Vibrante, alongside the 14.9% ABV Fiero.
Late last year, Bacardi added to its holding in Ireland’s Teeling Whiskey Co, acquiring majority control and assuming distribution responsibility for six markets in Europe.
