to revitalise the brand's declining image.
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 rosÚ 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.