Boxer backs Martini awareness drive with PoS creation

The on-trade campaign, rolling out in July, was created to raise consumer awareness. It suggests ways in which the different Martini varieties can be served, using fresh branding, posters, table cubes and leaflets.

The combined campaign will support the full Martini Collection, which includes Martini Rosso, Martini Bianco, Martini Extra Dry and the new variety, Martini Rosato.

Targeting bar managers, the drive offers mixing tips and ways that the new varieties can be integrated into cocktail menus -- Pomegranate juice is suggested as the perfect mixer with Martini Rosato and apple juice is paired with Martini Bianco.

Anna Neville, client services director at Boxer, said: "This is a new era for Martini and we wanted to challenge the perception that Martini is one variety that is limited to a narrow range of mixers.

"The campaign allowed us to educate consumers about the new varieties at a time and place where they would be open to trying out something new."

Caroline Herbert, marketing manager at Martini, said: "We wanted an agency that understood our new offering and why it sets us apart from our competitors.

"We not only have a diverse range but we have created a personality around each variety by suggesting when, where and how consumers can try them out to find their perfect Martini match."

Boxer is a brand design agency based in Birmingham, London and Chicago. Part of The Marketing Store, it has a portfolio of clients that includes Tesco, GSK, Unilever, Johnson & Johnson, McDonalds, Bacardi Martini, Whole Foods Market and Inbev.