Jonathan Bailey's Next Big Role: The Face Of Martini In A New Ad Spot
"Jurassic World Rebirth" star Jonathan Bailey is featured in a new digital advertisement campaign ... More for the Italian alcohol brand Martini.
Jonathan Bailey's career has brightened with big roles in blockbuster films including Wicked and Jurassic World Rebirth. His next act is to star as the pitchman for the dry vermouth brand Martini, following in the footsteps of another Hollywood star, George Clooney.
'He really feels like the modern Martini man,' Emma Fox, vice president of the Bacardi-owned Martini and St. Germain brands, tells me during a virtual interview. 'He has a great wit and great humor.'
According to Fox, the advertisement spot called 'Off Script' was filmed in Italy on the tail end of a personal trip Bailey was on in Italy. He vacations there each summer and so his connection to the southern European country felt like a good fit for the brand, Martini says.
'What we really wanted to do this year was introduce Martini to a new generation of drinkers, reminding people about this classic Italian brand,' says Fox of the motivation behind the campaign.
The Aperitivo Drinking Occasion Is Rising In Popularity
'Off Script' will put a spotlight on Martini at a time when demand for the aperitivo occasion is rising, a subcategory that's now worth nearly $11 billion globally and expected to increase in sales by 6% in 2025 from prior-year levels, according to data from alcohol analytics provider IWSR.
But that growth has also led to some heightened competition. Made with fortified wine that's flavored with herbs and spices, vermouth originated in Italy in the 18th century and is most associated with that country and France, though other expressions now come from Spain, the U.S., and Australia.
Globally, Bacardi-owned Martini says it has posted six years of consecutive sales growth.
This growing and more dynamic category gives leading brands like Martini a greater incentive to distinguish itself with ad campaigns like 'Off Script,' which will run on social channels like TikTok and Instagram. It will be seen by consumers in the U.S. and several European markets, including Italy, Spain and the United Kingdom.
Globally, Martini says it has posted six years of consecutive sales growth. And the brand isn't just a vermouth. It has diversified to also include sparkling wine and non-alcoholic aperitivo.
Why Martini & Rossi Is Changing Its Name
Founded in 1863, Martini & Rossi has always been known in the U.S. as 'Martini & Rossi,' branding that's a nod to two influential men in the brand's history, Alessandro Martini and Luigi Rossi. The pair took over the National Wine & Spirits Distillery in a small Italian village near Turin and propelled the brand to what it is today.
But globally, the brand has been known simply as 'Martini.' That name change will finally cascade to the U.S. market, with the packaging updates now rolling out to all bottles.
'We know people travel, right?,' asks Fox, rhetorically. 'The world is a small place. And so we really wanted to ensure consistently that people would discover the same Martini.'
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