A 60-second Martini-making video starring Alessandro Palazzi of Dukes Hotel will run from 2pm to 10pm in taxis in parts of the capital including business hubs such as the Square Mile and Canary Wharf and upmarket areas such as Mayfair, Knightsbridge and South Kensington.
Brands marketing director Luke Tegner said: “Obviously, No 3 is the key to the dry Martini, and this video of Alessandro’s classic is mouth-wateringly seductive. The key to the campaign is to reach potential No 3 cocktail and gin and tonic consumers.
“That has driven our selection of London postcodes based on demographic and cocktail bar profiles at an appropriate time of day. The campaign will enjoy a minimum of 220,000 views of the No 3 Martini.”
The campaign ties in with a Maxxium UK distribution drive.