Martini, Sola & Cia was founded in 1863 in Torino by Alessandro Martini and Teofilo Sola. The company became Martini & Rossi in 1879. In 1922, it again changed its name to Martini. It retained the name of Martini & Rossi in the United States because Martini is the name of an American cocktail. Finally, in 1993, the group acquired the Bacardi Martini Group. Martini is the world leader in Vermouth. In this success of Martini, the group must include an unparallel and comprehensive communication strategy. Martini communication is primarily based on the joy of living, friendliness, style and sensuality. The name Martini brand was introduced in 1922 by the son of Alessandro Martini (1905) who was the director of the company. With this, the second generation that chose Martini art as a mode of communication was established. The advertisements were then designed by the greatest poster models Marcello and Dudovich Leonetto Capiello. Martini was drunk all over the world when the brand campaign ‘Martini, the world famous aperitif', was released in 1950. The advertising tone of Martini is clear: the brand convinces the recipient that alcohol is resourceful. At first, it allows him to win a contest where the settlement is on a bottle of Martini. Then fifteen years later, it invites him to exercise his talent for the pictorial ‘Martini Grand Prix of the finest displays'. With the arrival of the new millennium, the message is focused on the enjoyment of the pleasures of life, always with beautiful women, but in a much lighter tone, thanks to a new brand representative: George Clooney. He became the image of Martini in 2004, and the protagonist of elegant and humorous television shows, with his famous slogan ‘No Martini, No party!' He is an ironic sex symbol, and knows how to laugh at himself.
[...] For example, Curacao and Campari which are often mixed with Martini.It is also necessary that the brand convey an image that is consistent with that of Martini. The image of Marie Brizard (Curacao) is in step with Martini. By cons, Campari advertising campaigns are substantially identical to those of Martini on the values passed: there are beautiful women surrounded by men in idyllic places, having fun and partying. Training bartenders of Martini: Martini trains its bartenders and raises awareness of the culture of the cocktail. [...]
[...] Bacardi-Martini Group signs an individual undertaking with CEPS Bacardi Martini has signed a commitment with individual CEPS - European Organization Spirit - and has joined the European Alcohol and Health Forum - European Forum for Responsible Drinking - in 2007. CEPS has implemented its own Charter on Responsible Alcohol Consumption. As a member of the CEPS, Martini took 3 commitments under the forum: Commitment Promote responsible marketing In accordance with the laws and practices, and national self- regulatory codes in communications by 2010. [...]
[...] An increasingly restrictive legal framework. Anything that is not authorized by law is prohibited The law of 10 January 1991, called the Evin', is based on the principle that, in advertising for alcoholic beverages, all that is not expressly authorized by law is prohibited. In this it has made a licensing scheme of advertising bans accompanied by a general prohibition of all direct and indirect advertising for alcohol, including sponsorships, except a few cases which are strictly regulated. Regulations on advertising of alcohol in France In France, all advertising of alcoholic beverages in the movies or on television is prohibited. [...]
[...] At each moment of life, there is an opportunity to drink a Martini Martini on the rocks Martini at sea Martini on the go And there's something for everyone in Martini. We drink a martini with an olive, a slice of lemon, mixed with another drink. That's what is said in these few slogans: ‘Better have a drink of martini cocktail or just have it by itself'; ‘Original, straight Martini vermouth, sweet or dry, just by itself, light, lovely and cool . [...]
[...] Distribution channels 85% of revenues come from martini: Hotels Cafeterias and bars Discos Martini in these markets totaled 90% of the market shares. The competition is tougher in the food market where Martin has 54% market shares against 46% of other brands. Retail brands have market shares in the food channel. Distribution of advertising expenditures Martini advertising investments represent of total investments made in the vermouth market. Yet, being in the market of vermouth, Martini has seen a decline in sales. [...]
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