MARTINI - Billboard “on the rocks!”

This object portrays the Martini & Rossi vermouth range (Bianco, Rosso and Dry) and an aperitivo setting with three “on the rocks” goblets. “On the rocks” indicates how to serve the drinks, meaning ‘on ice’. The claim also appeared on the brand’s international advertising campaigns as well as on glasses and other promotional materials.
Alongside posters, print campaigns, and tv and radio advertising, an essential role in Martini & Rossi communication has been played by promotional materials such as glasses, gadgets, billboards, signs etc.
In 1863, the Martini, Sola and Compagnia - then Martini & Rossi - was founded in Turin (Italy) by Alessandro Martini, Teofilo Sola, and Luigi Rossi. In 1864 production was centralized at Pessione, where it is still active today. Thanks to the recipe created by Luigi Rossi, the Martini Rosso made the company famous all over the world. Asti Martini, ChinaMartini, Bitter, Martini Dry (1898), Martini Bianco (1910) soon followed. Branches and warehouses were opened in the five continents. The award from the International Exhibition of Dublin (1865) was just the beginning of a long series of recognitions for quality.
Martini & Rossi’s attention to the many forms of external communication has been a distinctive feature of the company from its very beginnings. The company has always had an intuitive feel for the right message at the right time and has thus been able to preserve its image of international elegance regardless of the historical moment.
In 1993 the Martini and Bacardi Groups merged, uniting two companies with remarkably similar traditions, culture and historical development.