Martini | 1968

1968 Spanish magazine ad for Martini vermouth. A smiling dark-haired man in a yellow sailing jacket raises a glass of vermouth. In front of him on a small round table: two Martini bottles, an ice bucket, a lemon, a bowl of peanuts and a yo-yo. Headline “Impecable..! Martini on the rocks. No pida un vermouth. Pida un Martini!”.

“¡Impecable…! Martini on the rocks. No pida un vermouth. ¡Pida un Martini!”: don't ask for a vermouth, ask for a Martini. In 1968, a smiling man in a yellow sailing jacket raised a glass beside two bottles, an ice bucket, a lemon and a bowl of peanuts.

The company that became Martini & Rossi was founded in Turin in 1863, and its vermouth spread around the world with the red-and-blue roundel seen in the corner. The whole campaign plays a classic branding game: making the brand name replace the name of the product.

Vermouth was the drink of the Spanish aperitif hour, and the sailing jacket added a touch of leisure and sea.

Martini has belonged to Bacardi since 1993. The archive also has a German Martini ad from 1958.

Text in the ad

IMPECABLE..! Martini on the rocks. No pida un vermouth ¡Pida un Martini!
MARTINI

Translation:
IMPECCABLE..! Martini on the rocks. Don't ask for a vermouth – ask for a Martini!
MARTINI

Brand: Martini
Year: 1968
Decade: 1960s
Country: Spain
Medium: Magazine
Themes: Drinks
Original publication: Selecciones del Reader's Digest, diciembre de 1968

Martini | 1968 · Vintage Ad Museum

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