MARTINI / Eastern Europe playbook
MARTINI is an Italian icon in Vermouth & Sparkling wines with a 153-year history. But the brand was trapped within drinking volume among 35+ women in traditional family get togethers & festive occasions that resulted in sales decline.
MARTINI calls to spend time on the main things – meetings with friends – and helps to live such moments to the maximum, making them easy-going and joyful in Italian way with a help of Off- & On-trade solutions & activations. All of them are united in a transparent and easy for understanding playbook for sales force with the key information and a set of examples showcasing the brand in the modern aperitivo end of day bonding occasion and implementation of brand guidelines in venues.
MARTINI started to successfully build aperitivo culture in East Europe and got extra volume among younger audience.