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Martini was launching Martini Fiero: a new drink targeted at millennials to have during happy hour (aperitivo). One of the main requirements was to create a fresh young approach to the drink, so as to be a better fit for the target audience. As uniqueness, community and acceptance are trending topics for millennials, we decided that having personality is the single-minded emotion we want to evoke when sipping on your luxurious and cool Maritni Fiero. “A drink with personality” is the slogan of our campaign and it has four fun characters for each person to identify themselves with.
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