Martini's Campaign with Jonathan Bailey Takeaways:
- 62% of consumers feel their routine choices are “repetitive or predictable”; 65% believe intentional spontaneity is positive.
- The global aperitivo market is worth nearly US$11 billion, and projected to grow 6% CAGR through 2028.
- Martini has achieved six consecutive years of sales growth, highlighting sustained momentum.
A-list charisma meets Italian classic in this season’s most stylish pour.
Martini has enlisted Jonathan Bailey, known for his breakout roles in Bridgerton and Wicked, to lead its global summer campaign, “Off Script.”
Developed by Ogilvy, the campaign comes to life in a 56-second hero film that captures the spirit of spontaneity.
It features Bailey enjoying a spontaneous summer escape, with the signature Martini Bianco Spritz at the center of the experience.
Shot in southern Italy, the push marks a strategic step in Martini’s efforts to reconnect with younger drinkers.
It also aims to grow its footprint in the fast-expanding aperitivo category, now valued at nearly $11 billion worldwide, according to a company report.
The spot ties into the brand’s new “Dare to Be” promotion, which encourages consumers to stray from routine.
Martini, part of the Bacardi portfolio, uses this message to reinforce its brand identity.
Recent research shared by Martini reveals that 62% of people find their daily decisions repetitive, and 65% associate intentional spontaneity with a positive outlook.
These findings guided the brand message: trading predictability for simple moments of discovery.
Bailey captures the campaign’s spirit with a personal reflection on stepping away from routine.
“Going off script is the ultimate way to allow space for fun, and new experiences. Unplanned moments end up being the most unforgettable.
This summer, I invite everyone to take a breath, dive in, swerve off piste and be playful. Live a little differently… with a MARTINI Spritz in hand, of course.”
Emma Fox, VP of Martini and St-Germain at Bacardi, described Bailey as the ideal face for the ad, noting that his wit, humor, and on-screen charisma align naturally with Martini’s evolving identity.
For a brand founded in 1863, connecting heritage with modern-day relevance is no small feat.
The collaboration arrives as Martini rolls out its updated packaging in the US market, dropping “Rossi” from its stateside branding to match its global identity.
A Summer Script Rewritten
Filmed in a setting Bailey visits regularly, the spot draws on his real-life affinity for southern Italy, adding authenticity to the campaign.
Building on six years of steady growth, Martini is now refreshing its positioning across both owned and social channels, including TikTok and Instagram.
This push comes at a time when global brands are raising the stakes with a wave of new vermouths and spritz offerings.
In response, Martini is launching Terrazza Martini pop-ups in over 30 European cities this summer, giving fans a direct and immersive brand experience.
The Martini Bianco Spritz, light, crisp, and built for summer, is as refreshing to sip as it is to prepare. Here's how:
Ingredients:
- 75 ml Martini Prosecco (3 parts)
- 50 ml Martini Bianco (2 parts)
- 25 ml soda water (1 part)
- Mint sprig, lemon wheel, and strawberry slice for garnish
Method:
- Add all ingredients to a spritz glass filled with ice
- Stir gently to combine
- Garnish and enjoy
Its clean profile and easy prep also appeal to drinkers looking for refreshing options without the heaviness of higher-proof cocktails.
Jonathan Bailey being interviewed ‘On set, Off script’ for his new campaign with Martini Spritz. pic.twitter.com/mtM6Pbk9P8
— best of jonathan bailey (@badpostjbailey) June 25, 2025
As Bailey invites viewers to “swerve off piste and be playful,” Martini appears to be doing the same.
The campaign’s tone and strategy suggest a brand staying relevant while finding new ways to connect with its next wave of consumers.
Anchoring the story in a location personally meaningful to Bailey adds emotional depth and human appeal, making the message feel genuine rather than manufactured.
Our Take: Is This More than a Celebrity Endorsement?
Absolutely.
I see this as a strategic move that does more than feature a famous face.
Martini is using Bailey to personify a lifestyle that speaks to younger, image-conscious drinkers.
In a category where tradition often dominates, this campaign marks a thoughtful update.
It’s not just about product awareness; it’s about creating cultural relevance around moments people value, such as travel, leisure, and freedom.
Martini isn’t the only brand rewriting its story with star power and summer appeal, as Grey Goose teams up with Zoë Saldaña to spotlight leisure in their latest brand move.
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