Bacardi has leveraged its marketing tie-up with English actor Jonathan Bailey for the latest worldwide activation from its Martini brand.
Bailey (above), who was recruited by Bacardi for Martini almost exactly a year ago, stars as The Martini Man in the campaign, following in the footsteps of the likes of George Clooney and Jude Law. Centring around the ‘Martini Bianco Spritz’ serve, a long-form ad/ “short film” (below) will run globally on TV and streaming platforms, backed by digital, social media and experiential assets.
Financial details behind the push, which also includes what the brand owner called “Terrazza Martini activations in key cities including Milan, Madrid, Berlin, Biarritz, Montpellier and New York”, were not disclosed.
“Jonathan Bailey brings exactly the right energy to The Martini Man,” said the brand’s global VP at Bacardi, Emma Fox. “This campaign shows that Italian style is not just tied to geography or travel. It is a mindset and a way of living.
“With the Martini Spritz Collection, led by the Martini Bianco Spritz, embracing that lifestyle can be as simple as pouring a drink, gathering with friends and bringing a little more style to the moment.”
Fellow English actor Sophie Turner is also on Bacardi’s books currently, appearing in an ad earlier this year for the St-Germain elderflower liqueur for the second time.
