Martini repositions with design update

15 June, 2007

Bacardi-Martini is revamping its Martini vermouth range and adding a rosé version to its UK portfolio

to revitalise the brand's declining image.

Sporting a

curvier bottle and a modern

front label, the new look aims to give the brand "a powerful visual identity", according to marketing manager Caroline Herbert. The Martini logo has been moved to a more central position on the front label and

the different variants - including Rosso, Bianco, Extra Dry and new stable-mate Rosato - have been colour-coded to make them stand out.

Herbert added that the brand had suffered from a dated consumer perception and was in need of rejuvenation. The

redesign is designed to appeal to a target audience of women aged 25-34 . Ads running in

weekly magazine s such as Heat and Closer will back the repositioning.

A rosé style of Martini called Martini Rosato is launching in the on and off-trade. The suggestion to serve it with pomegranate juice will be included on the back label in a move to change the out-dated consumer habit of mixing Martini with lemonade, Herbert added.

Bacardi-Martini has also lined up a sponsorship deal with this summer's blockbuster film Ocean's 13. The link-up includes sponsorship of the official premier party and the appearance of the new rosato in the film.

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