Martini & Rossi is partnering with the Andy Warhol Foundation for four print ads featuring illustrations created by the late pop artist. They will revive ads created by Andy Warhol for Martini & Rossi. “Warhol’s take on taste” will run later this month in lifestyle magazines in six markets in Major cities accross the country.
Martini & Rossi tapped Warhol to create this print campaign that ran in the U.S. from 1956 to 1963. The hope is that the revived ads will bring back the iconic vermouth-based martini. Martini & Rossi plans to feature six new twists on the drink in restaurants, bars and clubs in the designated markets.
What do you think of reviving a campaign as opposed to creating a new idea? I guess it can’t hurt to go with something that’s tried and true.