Martini MOT
Agency: WTM Markting (Shanghai, China)
Creative director: Bruce Cue
Art director, graphic designer: Evgenia Timofeeva
Copywriter: Xiao San
Creative director: Bruce Cue
Art director, graphic designer: Evgenia Timofeeva
Copywriter: Xiao San
My responsibilities:
– Creative strategy
– Art direction
– Graphic design
– Creative strategy
– Art direction
– Graphic design
Nowadays there are a lot of champagne brands in the Chinese market. It’s not easy to launch a new product (Italian sparkling wine in our case) and win this market.
To make it possible we:
1. Defined a unique brand image to stand out in the market
2. Found a more precise target consumer group for MARTINI
3. Developed eye-catching BTL activation materials attractive to our target consumers
To make it possible we:
1. Defined a unique brand image to stand out in the market
2. Found a more precise target consumer group for MARTINI
3. Developed eye-catching BTL activation materials attractive to our target consumers
Target audience:
Women 25+, above average income
Lifestyle: thrive for attention, like something different, bold, unique, things that make them feel sexy and confident
Drink: occasional drinkers, prefer something sweet, easy-to-drink without getting them drunk easily
Brand DNA
We combined brand with elements of Italianism to create an exclusive experience to the target consumer
We combined brand with elements of Italianism to create an exclusive experience to the target consumer
Where is Martini?
Based on our researches and understanding of popular champagne
brands in the market, we find out none of these brands have
targeted/ owned FEMININE x BOLD/ STRIKING
Based on our researches and understanding of popular champagne
brands in the market, we find out none of these brands have
targeted/ owned FEMININE x BOLD/ STRIKING
Moodboard
As far as we decided to play around Italian lifestyle with it sexy and bright appearance, we took a lace as a key graphic element. It’s tempting and eyecatching and also very Italian. We created POSM with lace, which glow in the inside or gives a lace shadow or look like a piece of lingerie on a bottle.
