Category: Best Use of Social Media Marketing
Advertiser: BACARDI GLOBAL BRANDS
Product/Service: MARTINI
Agency: KIDS LOVE JETLAG
Agency: FRED & FARID PARIS
Creative Directors: Veronique/Zohra (Kids Love Jetlag)
Copywriter: Veronique/Zohra (Kids Love Jetlag)
Copywriter: Pascal Crifo (Kids Love Jetlag)
Agency Producer: Stephane Labrouche (Kids Love Jetlag)
Agency Producer: Hugues Plouvier (Kids Love Jetlag)
Agency Supervisor: Rasjida Bouharrak (Kids Love Jetlag)
Senior Global Category Director: Arnaud Meysselle (Bacardi Global Brands)
Media placement: Case Film - N/a - N/a
Media placement: Facebook App - Facebook - 8 Sept 2011 (See Case Film)
Media placement: TVC - National TVs Belgium, Italy, Russia - 28 Nov 2011
Insights, Strategy & the Idea
As the biggest alcohol brand in Europe by volume and second biggest by value, MARTINI is a well-established, iconic brand with universal awareness and a large consumer base.
However, recently it has lost relevance with younger consumers becoming distant, less engaging and slightly old-fashioned, with a failure to recruit.
The brand has the ambition to recruit +30% 21-35 year-old consumers by 2016.
The brand calls its 18-35 year-old target “stylish outlaws”. This young and demanding urban generation considers Martini their parent’s drink, shared with family before meals.
Stylish outlaws enjoy life, they like to take risks and to play within the rules. This insight reflects the brand’s philosophy “Volere é Potere” – Where there is a will there is a way – written on the walls of Pessione, the home of Martini.
Creative Execution
Martini set out to recruit a younger generation of consumers with a new global brand positioning: "Luck Is An Attitude".
To demonstrate this philosophy and moreover to recreate a strong and sustainable connection with this unreachable audience, Martini launched the Kisser casting, a Facebook app to find the star of the next TVC. It involved kissing 10 women and was paid €150,000.
It was supported by a 360° media plan on the key period of September. Online and print were used as teasers. The launch campaign was rolled out on TV, online and print, inviting the audience to participate.
The commercial with the winner of the Kisser Casting aired end of November 2011 on TV and online, connected with a press and outdoor campaign.
‘Luck Is An Attitude’ has become part of today’s pop culture e.g. in Spain it was spoofed in a viral video about FC Barcelona trainer Guardiola.
Results and Effectiveness
See confidential info.