Martini is targeting 25 to 54-year-old females by attempting to capture the essence of the "wind-down moment at the end of the day when relaxation begins".
The drinks giant hopes the tag line Martini the perfect start to the end of the day' will inspire consumers to follow how the drink is consumed in Italy where, apparently, "everything stops at 7 o'clock for a Martini".
Press ads will feature different recipes using the three variants Rosso, Bianco and Extra Dry while radio ads across 19 local stations will have different scripts to relay the message.
A link-up with London's Heart FM includes a promotion to win a Martini moment' including dinner in the capital plus overnight hotel. The campaign runs until December.