Bacardi-Martini Ukraine

Anastasia Yershova, Sales and Marketing assistant, BACARDI-MARTINI UKRAINE
Sergey Ostapchuk, on-trade manager, BACARDI-MARTINI UKRAINE

Rockets. Growth R&D *Lead Agency

Vladislav Polonskiy, CEO, ROCKETS Growth R&D
Maxim Boritko, creative director, ROCKETS Growth R&D
Victoria Makarova, strategy director, ROCKETS Growth R&D
Alisa Mikulich, managing director, ROCKETS Growth R&D

OMD Media Direction

NEOS Digital

Hoshva PR

NEBO Event Management

The young generation of consumers does not appreciate classical drinks, but prefers cocktails. The players fix the original, but simple recipes: Bacardi & Cola, Finlandia & Tonic, Aperol Spritz, etc. People are used to that Martini is drunk in pure form or with vodka (James Bond cocktail). There were no new ways to meet the preferences of young consumers. Since the 70's, Martini had an original recipe for a refreshing summer cocktail Martini & Toniс. In Ukraine, a cocktail appeared two years ago, but was not focal in communication. In 2017, the cocktail Martini & Tonic decided to make a focal point in communication to promote Martini in the summer season. In fact, Martini & Tonic became the new Martini sub-brand.