Parent company Bacardi-Martini has handed the agency a global consumer brief following a pitch process that is understood to have centred on driving a public ‘reappraisal’ of the brand.
Work around the Martini brand’s 150th anniversary celebrations, which will launch next year, will also form an element of the work.
The brief follows a TV campaign establishing the ‘Luck is an Attitude’ tagline earlier this year.
Exposure, which is led by chief executive Tim Bourne, has been asked to use the ‘luck’ theme as a platform for its comms work.
Martini’s ‘luck’ philosophy was launched last year with an advert starring a member of the public who was selected via a talent competition on Facebook.
The film was designed to convey the message that people make their own luck by showing the consequences of different decisions.
Martini has also run a series of advertising features with ES Magazine featuring the same tagline, to launch Martini Royale, a mix of Martini Bianco, Prosecco and lime.
