February 1, 2011
The Martini and Dolce & Gabbana partnership is an interesting one. One is an iconic, but slightly old-fashioned alcoholic drink, the other a high-end fashion house. Both are big Italian brands joining forces to launch new spirit, Martini Gold.
The partnership was launched at the end of last year with a short movie which resembles a perfume ad. Although this is what you would expect from a high end luxury brand, it is uncharted waters for Martini. The film, directed by Jonas Åkerlund, is set in Rome and celebrates the Italian lifestyle as well as Monica Bellucci’s heart stopping beauty.
It has generated a considerable amount of interest online, with many consumers sharing and commenting on the content. To date the movie has received more than 111,000 views on YouTube and more than 1,000 ‘likes’ on the Martini Gold Facebook page. Consumers have also been visiting the Martini Gold YouTube channel to access additional content, such as behind the scenes clips and interviews with the cast and crew.
Martini is the perfect example of a well established brand being given a facelift through social media. This partnership has generated a great deal of online chatter for Martini, helping the brand reach a wider audience and target new demographics who are actively interested in the fashion industry, but may not be familiar with the Martini brand.
Having generated initial interest in the drink with this campaign, it’s absolutely vital that Martini continues to engage with fans of the product once the advertising has come to an end. Only this will ensure that people, who have bought Martini for the first time during the campaign, continue to buy and enjoy the product. Without continued engagement online, new fans of the brand may be left feeling as if they have been forgotten. It also helps if it tastes good, anyone tried it?