MARTINI GOLD by Futurebrand for Martini

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MARTINI GOLD

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Industry Alcoholic drinks & Tobacco, Wine & Champagne
Media Design & Branding
Market United Kingdom
Agency Futurebrand
Creative Director Vincent Fichet
Released June 2010

Credits & Description

Category: Special Editions & Promotional Packaging
Advertiser: BACARDI MARTINI
Product/Service: ALCOHOLIC DRINK
Agency: FUTUREBRAND
Date of First Appearance: Jun 1 2010
Entrant Company: FUTUREBRAND, London, UNITED KINGDOM
Creative Director: Vincent Fichet (FutureBrand)
Account Director: Jérôme Lhermenier (FutureBrand)
Media placement: Bottle - Shops & Bars - 1st June 2010

Describe the brief from the client
Martini is a legendary spirit known and loved throughout the world for its products and its promise of «Italian glamour». Martini joins DOLCE & GABBANA to create a Martini with a unique juice.

Describe the challenges and key objectives
How to embody the cooperation of these two outstanding Italian brands and capitalise on their respective values ?

Describe how you arrived at the final design
The meeting of an icon of Italian glamour and the new Italian luxury, both authentic and conventional. We defined a luxury positioning and tailor-made brand universe from the packaging identity to the communication tools.
We brought to life the radiance of Martini and the glamour of nightlife using black and gold, the colours of charm favoured by the two fashion icons.

Give some indication of how successful the outcome was in the market
Rated 5th highest in the penetration market for Brand spirit in the under 24 age range.