Martini is the latest advertiser to turn to artificial intelligence to create assets for a campaign, a trend that we've seen growing over the past few months as brands including Nestle, Heinz and the New York Times have experimented with it. The Bacardi-owned vermouth brand claims it is is the first spirits brand to launch a creative campaign with imagery generated entirely by AI.
Agency AMV BBDO worked with AI tool Midjourney to create the work, which aims to visualise the tasting notes, ingredients, processes and flavors that come together in a bottle of Martini. Key words such as: botanicals, floral, petals, flowers, Artemisia and Roman Chamomile were fed into Midjourney to generate the images of nine different cocktails made with Martini, including the Martini Non Alcoholic Vibrante & Tonic, Martini Americano and cocktail of the moment, the Negroni Sbagliato. The assets will be used across social and digital platforms in markets globally.
"Martinihas a rich history of iconic advertising, from their famous artist-commissioned, illustrated posters back in the 1930s through to Andy Warhol in the 1950s," commented João Paulo Testa, creative director at AMV BBDO, in a statement. “As the first spirits brand in the world to launch AI generated advertising, this step cements Martini's status as a cultural leader in the drinks advertising space.”
"With this new suite of digitally-forward images, we’re looking to the future, using brand new technology to open up the world of Martini, showing consumers what goes into each and every bottle,” added Avril Nunez, the brand's global creative development director.