David&Goliath to Uncork Martini Rebrand

Goodbye Rossi, hello Martini!

David&Goliath, the independent agency in Los Angeles, has been chosen by wine purveyor Martini (formerly known in the U.S. as Martini & Rossi) to help relaunch the brand domestically with ads slated to break by month’s end.

An online push and national TV campaign in the fall are on tap for the Bacardi brand, with ads targeting mainly young women. Supporting Martini Asti sparking wine is the main mission.

Spending was not disclosed, and this will mark Martini’s first big domestic effort in several years. Per Nielsen, the brand had virtually no spending in major media in ’08 or ’09. As M&R, the brand spent about $1.5 million on ads in ’07.

The spirits category has suddenly bubbled up. In addition to Martini, Hennessy this week launched its Hennessy Black cognac (the brand’s first major intro in several decades), and Kahlua shifted its account to TBWA.

D&G is tasked with creative development, while KSL in New York handles buying chores.

Other agency clients include Kia Motors, Universal Orlando Resort and Universal Studios Hollywood.