Historic Italian distiller Martini is celebrating its 160th anniversary with a global campaign drawing inspiration from its iconic legacy as an embodiment of Italian style and culture.

Developed in partnership with creative agency AMV BBDO, ‘160 Years of Italian Taste’ will ‘open the gates to the world of Martini’ with a vibrantly nostalgic vision.

The extensive omnichannel campaign will be rolled out across a range of international markets with a European focus, supported by social media and out-of-home executions.

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“This is the year of Martini, and we’re taking our celebration across the globe with a bold, culture-led creative, ‘160 Years of Italian Taste,” Martini vice-president, Victoria Morris said.

“Martini has always been at the forefront of Italian style and in 2023, we’re opening the gates to the world of MARTINI across multiple creative spheres that consumers can discover both digitally and experientially. We want to remind everyone of the iconic Italian heritage of Martini and get them excited for what’s to come in the future.”