The Italian designers Dolce & Gabbana teamed up with Bacardi’s vermouth brand Martini to launch Martini Gold. Martini Gold vermouth is a refined blend of bergamot from Calabria, lemons from Sicily as well as slogan-row oranges, Spanish saffron, myrrh from Ethiopia, ginger from India, and cubeb pepper from Indonesia. The release of Martini Gold continues the collaboration, which began more than ten years ago and has been consolidated through various initiatives, from the opening of the Martini Bar in Milan and Shanghai, situated inside the Dolce & Gabbana boutiques to the creation of a Martini inspired Dolce & Gabbana suit and shirt cut.
Travel retail marketing and a spirits industry advertising campaign for Martini Gold.
The drink comes to the shelves in a lavish slogan-row gold bottle in a case featuring the actress Monica Bellucci. Participation by Global Corporate Communications in brand briefing established a process to showcase the latest assets, which featured the television commercial Directed by Jonas Åkerlund, set in Rome. Inspired by Fellini's La Dolce Vita, it celebrates Italian lifestyle as well as Monica Bellucci's all-Italian beauty, with surprise appearances by designers Domenico Dolce and Stefano Gabbana.
Manager’s from the Global Corporate Communications team regularly met with our brand team to ensure awareness of assets, provide a heads up of upcoming activations, and to review the application of Martini Gold assets and consistency of stories. The activation programme at Charles De Gaulle, Paris is one illustration of multiple applications of assets by our travel retail brand team to airports across the globe.
Tasting bar magnetic graphic
The design solution.
The first step required the application of brand assets and the creation of visual identity executions for a free-standing display at Schiphol and for the Martini boutique at Charles De Gaulle, Paris.
Following the installation at the boutique within Charles De Gaulle, Paris. The activation programme then moved to the second phase of roll out. Fifteen countries were identified globally. Where we applied the visual identity for airport installations, creating brand posters, merchandising and POS displays. During the third phase of activation, we produced poster advertising and a display for P&O Ferries.
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