#BIGBIGCELEBRATIONS
How Martini confirmed its leadership and commitment to the people during the busy holiday season
Situation
Challenge
On winter holidays – faster than Christmas trees and Christmas decorations – people take sparkling wines of Martini. But it is during this period that the brand faces significant price pressure from competitors, which makes it more difficult to maintain audience loyalty.
In 2021, this problem is exacerbated, like the top of a Christmas tree.
In 2021, this problem is exacerbated, like the top of a Christmas tree.
People no longer felt the difference between expensive sparkling wine and cheaper one: all brands are equally bubbly and relatively Italian. What is the difference then, which one to choose to celebrate?
Our task was to remind you that not every sparkling wine creates a special atmosphere for you and your friends. Only really festive sparkling – sparkling wine of Martini can cope with such a task.
Our task was to remind you that not every sparkling wine creates a special atmosphere for you and your friends. Only really festive sparkling – sparkling wine of Martini can cope with such a task.
Strategy
A big holiday like New Year is not a time for experimenting. Because everything should be perfect: image, decor, table, gifts. And especially, the mood.
And our strategy was to say: your holiday with the right sparkling wine will be great.
And our strategy was to say: your holiday with the right sparkling wine will be great.
Idea
People don't want just a big holiday.
They want theirs to be the best. The most festive, the most fabulous, the loudest, the friendliest and the most sparkling. They want a promise: yes, the holiday will succeed.
They want a #bigbigcelebrations that will be remembered as one of the best in their lives. And so it will be with the sparkling wines of Martini.
They want theirs to be the best. The most festive, the most fabulous, the loudest, the friendliest and the most sparkling. They want a promise: yes, the holiday will succeed.
They want a #bigbigcelebrations that will be remembered as one of the best in their lives. And so it will be with the sparkling wines of Martini.
How the big holiday turns into the #bigbigcelebrations, we showed in 2 main videos and 6 UGC-like videos
Raising their glasses of sparkling wine, the influencers also talked about their #bigbigcelebration. And they were joined by all those who finally caught the festive mood.
New Year's predictions:
you meet it with Martini – the whole year will be #bigbigcelebrations
you meet it with Martini – the whole year will be #bigbigcelebrations
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