Martini‘s branding is synonymous with Formula One – its marketing around the sport going as far back as 1972. Now the brand looks to be channelling some of the dated attitudes from that era after announcing the return of its track side billboard featuring model Jessiqa Pace.
Drivers such as British world champion James Hunt helped perpetuate the playboy image which became synonymous with motorsport throughout the 70s and, while the presence of grid girls still echo yesteryear’s hyper veneration of masculinity, the sport has largely shrugged off its Ron Burgundy like eccentricities.
Martini has not shied away from leveraging Read full story ›
Source: The Drum
Industry News
