Bacardi has hired Bridgerton actor Jonathan Bailey for an ad promoting the group’s Martini brand.
The 37-year-old UK national will front the spot promoting the spritz serve featuring the aperitif brand. Filmed in southern Italy, ‘Off Script’ will air across what Bacardi described as “earned and owned” channels, backed by social media presence.
As well as the regency drama series, which runs on Netflix, Bailey also starred in the movie version of Wicked last year.
The push follows February’s packaging update for the Martini portfolio by Bacardi. The refresh, which includes a new-look label, also included a lighter-weight bottle, at 30 grams lighter for the 1-litre version.
