Martini picks Shine

Shine Communications has been brought in to handle consumer PR for spirit brand Martini.

Martini: looking to stylish associations
Martini: looking to stylish associations

Drinks giant Bacardi-Martini has briefed the agency to encourage consumer reappraisal of Martini, particularly among 25-34 year old females.

Shine will specifically promote the brand's associations with fashion, film and Formula One, positioning the Italian brand as stylish. It is currently in talks with Working Title Films, the production company behind recent hits Burn After Reading and Frost-Nixon. It will build on last year's launch of Martini Rosato and Pomegranate juice.

The account is believed to be worth over £200,000 in fees and was won following a three-way pitch. Nelson Bostock used to handle the work.

Bacardi-Martini marketing controller Mark Holdsworth said Martini would receive 'significant investment' in both above and below the line marketing this year.

Shine has handled Bacardi's consumer PR for the last two years.

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