Jonathan Bailey fronts global MARTINI campaign

Through a series of films and portraits, Jonathan Bailey takes on the role as part of a broader effort to connect the brand with contemporary consumers

MARTINI has launched a global campaign featuring actor Jonathan Bailey as the latest face of the brand, introducing a creative platform designed to celebrate Italian style and aperitivo culture.

The campaign centres on the role of The MARTINI Man, a long-running brand concept that has featured a number of personalities over the years. Through a series of films and portraits, Jonathan Bailey takes on the role as part of a broader effort to connect the brand with contemporary consumers and social occasions.

Campaign draws on Italian lifestyle themes

The campaign opens with Jonathan Bailey arriving on the coast near Venice, where he is introduced to the role through a series of experiences inspired by the concept of sprezzatura, the Italian idea of effortless confidence and style.

The film incorporates references to MARTINI's heritage, including the appearance of a 1970s MARTINI Racing car, while following Bailey through a series of scenes centred on social rituals, fashion and aperitivo culture.

The story concludes with the preparation of a MARTINI Bianco Spritz, which serves as a focal point of the campaign.

Brand focuses on aperitivo occasions

At the centre of the initiative is the MARTINI Spritz Collection, led by the MARTINI Bianco Spritz, which the company positions as a simple serve for social gatherings and casual hosting occasions.

According to the company, the campaign aims to reflect growing consumer interest in Italian culture, lifestyle and food and drink experiences.

Jonathan Bailey: "Stepping into the iconic role of The MARTINI Man is an honour. It’s incredibly exciting to me because it’s about stepping outside of your comfort zone, finding confidence in yourself and living joyfully. It's about bringing that exhilarating spark of Italian style to everyday moments. I’m excited to be part of a campaign and a legacy that invites people to explore all of that."

MARTINI highlights evolving consumer trends

The company says the campaign arrives as consumers increasingly seek social experiences centred on connection, hospitality and shared moments.

Emma Fox, Global Vice President of MARTINI: "Jonathan Bailey brings exactly the right energy to The MARTINI Man: stylish, self-assured, playful and effortlessly magnetic. He has a natural ability to make every moment feel both aspirational and accessible, which makes him the perfect partner for MARTINI. This campaign reinforces MARTINI’s longstanding history as the Italian style icon, not just tied to geography or travel. It is a mindset and a way of living. As a brand, MARTINI shows consumers that embracing that lifestyle can be as simple as pouring a drink, gathering with friends and bringing a little more style to the moment."

Global rollout includes experiential activations

The campaign is being launched across television, streaming, digital and social channels, supported by experiential activations in a number of international cities.

Activities will include a summer programme in Milan as well as TERRAZZA MARTINI events in cities including Madrid, Berlin, Biarritz, Montpellier and New York.

MARTINI says the activations are intended to bring the themes of the campaign into real-world social settings and strengthen the brand's connection to contemporary aperitivo culture.

www.martini.com

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