Actor Jonathan Bailey has stepped into the role of Martini's "Martini Man" for a new multi-year partnership.
Actor Jonathan Bailey knows a thing or two about sequels. In 2025, his star turns in the sequels Wicked: For Good and Jurassic World Rebirth made him the highest-grossing actor of the year.
The English actor has yet another sequel of sorts in the works: he is returning as the pitchman for the dry vermouth brand Martini. A new campaign, called "The Martini Man," debuts globally on Tuesday across television, streaming, digital, social and experiential marketing and will run in Martini's top markets including the U.S., France, Spain, Italy and the United Kingdom.
The pair initially worked together in a June 2025 spot called "Off Script," which was filmed in Italy on the back end of a personal trip that Bailey had taken to the country. The actor and the brand reunited there again for the new spot, with the key theme prominently drawing on into Martini's Italian and aperitivo heritage. In recent years, consumers have been spending more on aperitivo drinks, which are relatively lighter in terms of alcohol by volume, aligning with preferences that have favored more moderation and daytime drinking occasions.
"Jonathan felt like that perfect partner, as part of this ongoing rediscovery of Martini in the aperitivo occasion," Emma Fox, global vice president of the Martini and St-Germain brands, tells me during a virtual interview.
Actor Jonathan Bailey knows a thing or two about sequels. In 2025, his star turns in the sequels Wicked: For Good and Jurassic World Rebirth made him the highest-grossing actor of the year.
The English actor has yet another sequel of sorts in the works: he is returning as the pitchman for the dry vermouth brand Martini. A new campaign, called "The Martini Man," debuts globally on Tuesday across television, streaming, digital, social and experiential marketing and will run in Martini's top markets including the U.S., France, Spain, Italy and the United Kingdom.
The pair initially worked together in a June 2025 spot called "Off Script," which was filmed in Italy on the back end of a personal trip that Bailey had taken to the country. The actor and the brand reunited there again for the new spot, with the key theme prominently drawing on into Martini's Italian and aperitivo heritage. In recent years, consumers have been spending more on aperitivo drinks, which are relatively lighter in terms of alcohol by volume, aligning with preferences that have favored more moderation and daytime drinking occasions.
"Jonathan felt like that perfect partner, as part of this ongoing rediscovery of Martini in the aperitivo occasion," Emma Fox, global vice president of the Martini and St-Germain brands, tells me during a virtual interview.
5 months ago
