Martini shakes up with Thandie Newton

Film star Thandie Newton is the face of a new Martini campaign which will see brand owner Bacardi-Brown Forman spending £5.6million on an integrated promotional campaign.

The aim of the “stay beautiful” advertising is to refresh the image of Martini, with an emphasis upon its healthily-light quality, in terms of it having only one unit of alcohol per serving. The adverts are particularly targeted at 25-34-year-old women. They are set in a highly stylish London members club and are styled by Bay Garnett and photographed by Anders Overgaard.

Thandie Newton was chosen because she has the "perfect combination of composure, style and confidence". The Bafta-winning actress has appeared in many films amongst which are Crash, W and The Pursuit of Happiness. Whether the campaign will lead to her having a lead role in the next James Bond film remains to be seen.

Meanwhile, a new range of low ABV wines is hoping to give Martini and others some stiff competition. Birds & Bees Malbec and blended white are the creation of wine design agency Barlow Doherty, in partnership with producer Trivento. They come in 50cl bottles and can be served with mixers including soda and a squeeze of lemon, lime or orange. They are already available in some of pub group Mitchells & Butlers outlets.

04 June 2009