Martini Netherlands released this online film featuring 'Martini moments', ie some very pretty people running around gorgeous locations in Italy.  According to Dutch Cowboys, the campaign was developed specifically for the Dutch market and is being supported by online advertising in the form of pre-rolls and banners.  They're also engaging in online PR and social media (Facebook and MySpace).

The aim of the (almost) 3 minute video is to demonstrate the simple accessibility of the drink and more importantly to illustrate what Martini stands for: (Italian) beauty and living in the moment.

*The song is by Dutch singer Caro Emerald.

I absolutely agree with Martina from Adverblog that this is an excellent way to build emotion around a brand. I think this would work particularly well in the luxury sector, where we normally only see a 30 second TV ad - a very small window into the world of prestige.

Consumers want more exclusive and behind the scenes access to brands, and videos such as 'Martini Moments' are a great way to get a brand image across. 

Dirty vodka martinis, anyone?!