JONATHAN BAILEY FRONTS GLOBAL MARTINI CAMPAIGN

Bacardi has unveiled a worldwide activation for its Martini brand starring English actor Jonathan Bailey as The Martini Man. Centred on the Martini Bianco Spritz serve, the campaign spans TV, streaming, digital and experiential platforms, with activations in major cities. It underscores Martini’s positioning around Italian style as a lifestyle.  

Bacardi has launched its latest global push for Martini, enlisting English actor Jonathan Bailey to headline the campaign as The Martini Man. Bailey, who joined the brand almost exactly a year ago, follows in the footsteps of George Clooney and Jude Law, both of whom previously embodied Martini’s suave persona.  

The campaign centres on the Martini Bianco Spritz, a serve designed to anchor Martini’s Spritz Collection. A long-form advertisement, described as a “short film”, will run internationally across television and streaming platforms, supported by digital, social media and experiential activations. Bacardi has also confirmed “Terrazza Martini” events in key cities including Milan, Madrid, Berlin, Biarritz, Montpellier and New York, though financial details of the initiative remain undisclosed.  

“Jonathan Bailey brings exactly the right energy to The Martini Man,” said Emma Fox, Bacardi’s global vice-president. “This campaign shows that Italian style is not just tied to geography or travel. It is a mindset and a way of living. With the Martini Spritz Collection, led by the Martini Bianco Spritz, embracing that lifestyle can be as simple as pouring a drink, gathering with friends and bringing a little more style to the moment.”  

The creative positioning underscores Martini’s ambition to make Italian sophistication accessible, framing the Bianco Spritz as a symbol of conviviality and effortless elegance. By casting Bailey, Bacardi taps into his rising global profile, ensuring Martini resonates with audiences seeking authenticity and aspirational lifestyle cues.  

Experiential activations are expected to play a central role, with Terrazza Martini events offering consumers immersive brand experiences in cosmopolitan settings. These activations continue Martini’s tradition of blending heritage with contemporary culture, reinforcing its identity as a brand that celebrates social connection and stylish living.  

The campaign also highlights Bacardi’s broader strategy of leveraging high-profile talent across its portfolio. Fellow English actor Sophie Turner remains on the company’s roster, having appeared earlier this year in her second advertisement for St-Germain elderflower liqueur. Together, these collaborations reflect Bacardi’s commitment to aligning its brands with cultural figures who embody modern sophistication and global appeal.  

By positioning Bailey as The Martini Man, Bacardi signals a new chapter for Martini, one that balances tradition with contemporary relevance. The campaign’s emphasis on lifestyle, spontaneity and style aims to strengthen Martini’s resonance with consumers worldwide, ensuring the brand remains synonymous with Italian elegance and social enjoyment.