Our Work – Project Highlights
Martini
Martini ¬ Reconnecting with the consumer.
Challenge
Martini has massive awareness among its target audience of 25+ women but penetration and frequency have fallen massively since its 80¹s heyday. The brand needed an image overhaul to re-establish the sense of modern day sophistication it had previously enjoyed. This was partially achieved above the line by linking to sociable drinking occasions and association with George Clooney an icon of suave sophistication. With the relevance issue being partly redressed the challenge was to drive trial among new and lapsed consumers.
Insight
By educating consumers on the perfect serve we could help both introduce new and reacquaint lapsed consumers into Martini. Consumers needed to know exactly how to drink the brand and which mixers would compliment its distinct flavour before having the confidence to place an order.
Solution & Results
Attention created a fully bespoke POS kit distributed across a range of on trade outlets. The promotion was funded by the outlets own monies so dependent on what they could afford to spend, determined what items were in their POS kits.