Martini gold dolce & gabbana
A global brand activation programme, including merchandising and brand communications.
The Italian designers Dolce & Gabbana teamed up with Bacardi's vermouth brand Martini to launch Martini Gold.
The brand comes to the shelves in a lavish gold bottle with marketing material featuring the actress Monica Bellucci. Following the success of our installation at Charles de Gaulle, Paris the programme moved to the second phase of roll out at select European airports and more than 15 countries globally.
Martini - Dolce & Gabbana - Gold brand activation for Bacardi
The Italian designer's 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 the 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.