MARTINI

BRIEF

Beyond were engaged to secure a high profile talent to become Martini’s new brand ambassador and launch their summer serve the ‘Martini Spritz’. The brand were looking for a high profile talent that personified the campaign ethos of ‘Dare to Be’ whilst also having tangible links to their Italian heritage.

Beyond worked with the brand to define the talent strategy and embarked on a lengthy research process to present viable talent options. Beyond secured A-list actor Jonathan Bailey just as he was having the biggest moment of his career with appearances in Wicked and Jurassic Park. Working with the brand on a social campaign, extensive OOH and press.

BEYOND VALUE

The brand were looking for a name with mass appeal in the UK but with tangible Italian links. Beyond were able to use our relationships to uncover unknown intel, for example Jonathan has a huge love for Italy, with an Italian bolt hole and holidays there annually. Also, we knew that by the time the campaign launched Jonathan would be having a huge moment tying into the brands ambition to be the drink of the summer.