Martini Gold D&G
We build premium spirits brands designed to transform markets.
Creative. Pioneering. Innovative.
A global brand activation campaign, including
merchandising and brand communications
in the Travel Retail market.
The Italian designers Dolce & Gabbana teamed up with Bacardi's vermouth brand Martini to launch Martini Gold.
The brand comes to the shelves in a lavish gold bottle with marketing material featuring the actress Monica Bellucci. Following the success of our installation at Charles de Gaulle, Paris, the programme moved to the second phase
of roll out at select European airports and
more than 15 countries globally.
Created in partnership
Italian designers Dolce & Gabbana collaborated with Bacardi’s vermouth brand, Martini, to launch Martini Gold. This premium vermouth is an elegant blend of ingredients, including Calabrian bergamot, Sicilian lemons, Spanish oranges, Ethiopian myrrh, Indian ginger, and Indonesian cubeb pepper. The release of Martini Gold extends a partnership that began over a decade ago, with previous collaborations including the opening of Martini Bars in Dolce & Gabbana boutiques in Milan and Shanghai, as well as the creation of Martini-inspired Dolce & Gabbana suits and shirts.
Travel Retail Marketing and Campaign for Martini Gold:
Martini Gold made its debut in a luxurious gold bottle, accompanied by a case featuring actress Monica Bellucci. The global advertising campaign, directed by Jonas Åkerlund, was set in Rome and drew inspiration from Fellini’s La Dolce Vita. It celebrated Italian culture and Monica Bellucci's timeless beauty, with cameo appearances by designers Domenico Dolce and Stefano Gabbana.
Our brand team worked closely with Bacardi's Global Corporate Communications to ensure brand consistency and smooth execution of marketing assets. Regular meetings with the communications team helped align upcoming activations and ensure the Martini Gold assets were properly utilized across various markets. The activation at Charles de Gaulle Airport in Paris exemplified how our travel retail branding team brought the Martini Gold experience to life in airports worldwide.