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General Articles

Luck Is An Attitude - Says MARTINI

MARTINI® launches the “MARTINI Royale Casting” with DESIGNER Christian Louboutin to find the next MARTINI star

LONDON, May 23rd, 2012 – MARTINI, one of the most iconic brands in the world, launches an exciting new campaign to find the next female MARTINI advertising star with Christian Louboutin as the international judge.

Named after the MARTINI Royale drink, The MARTINI Royale Casting is a global search to find a woman who demonstrates the philosophy of MARTINI ‘LUCK IS AN ATTITUDE.’ ‘LUCK IS AN ATTITUDE’ runs deep in the MARTINI brand history which promotes playfulness and encourages all to live life to the fullest.

In addition to following in the footsteps of previous MARTINI stars such as Charlize Theron, Nicollette Sheridan and Monica Bellucci, the casting winner will also receive €150,000, 12 pairs of Christian Louboutin shoes and 12 designer outfits.

The MARTINI Royale Casting launches with the first live casting open to all women, 25 years of age or above, at the London Design Museum at 6pm on May 23rd.

The MARTINI Royale Casting will then go live across 25 countries on May 28th from Brazil to Spain, South Africa to Italy. The successful candidate will be chosen in October by Christian Louboutin and a high profile judging panel.

Women will be able to enter at WWW.FACEBOOK.COM/MARTINI where they will be required to upload a short video showing why they should be the next MARTINI star.

Louboutin was selected as The MARTINI Royale Casting international judge because of his own iconic status in the world of fashion. In their twenty years of existence, Louboutin’s enchanting shoes have firmly stamped their signature on an era. Instantly recognizable by the trademark red soles, they appear everywhere that stylish and elegant women can be found. To honour Christian Louboutin’s 20th anniversary and his dedication to innovative design and craftsmanship, MARTINI is also sponsoring his retrospective exhibition at the London Design Museum. The retrospective exhibition showcases Christian Louboutin’s iconic creations and a career which has pushed all boundaries in footwear design.

I am pleased to be a part of the judging panel for The Martini Royale Casting, and joining an iconic brand such as MARTINIon their search. Their philosophy of LUCK IS AN ATTITUDE is similar to my own personal motto in life - why not? - and I look forward to finding the woman who exemplifies both these maxims,” says Christian Louboutin.

Christian Louboutin will be joined by Yuri Buzzi on the international selection panel. A budding actor, Buzzi, was chosen as the 2011 MARTINI Kisser Casting winner from 6,000 participants, not only because of his talent in front of the camera, but because of his positive attitude to life, which truly demonstrates LUCK IS AN ATTITUDE.

MARTINI Global Brand Director Arnaud Meysselle says, "The MARTINI Royale Casting is proving to be such an exciting way to engage further with the new generation of MARTINI lovers. Our international judge, Christian Louboutin, is a fashion icon. We are privileged he has agreed to be on the judging panel and believes in the philosophy of MARTINI, LUCK IS AN ATTITUDE. We are really excited to find the next female star of MARTINI through the 27 countries that are participating in the casting call.  In October, the star of the MARTINI Royale Casting will be revealed to help us further celebrate the cocktail for the new generation – the MARTINI Royale."

Full list of MARTINI Royale Casting participating countries:


Armenia - Belgium  -  Brazil  -  Bulgaria  -  Estonia  - Georgia

Germany  -  Greece  -  Hungary  -  Israel  -  Italy  -  Kazakhstan

Latvia  -  Lebanon  -  Lithuania  -  Netherlands  -  Poland  -  Portugal

Romania  -  Russia  -  South Africa  -  Spain  -  Turkey  -  UK  -  Ukraine








MARTINI launched LUCK IS AN ATTITUDE to the world in September 2011 in true Italian style on the Spanish Steps in Rome with David Gandy and 2manydj’s.


MARTINI believes there is no such thing as luck. You can create your own luck with the right attitude and right state of mind. LUCK IS AN ATTITUDE is about daring to be playful, seizing the day and being true to oneself and the moment. Written on the walls in Pessione, the home of MARTINI - VOLERE É POTERE - WHERE THERE IS A WILL THERE IS A WAY. The philosophy has always been part of MARTINI.


About MARTINI Royale

Discover the most playful, fun and fresh sparkling cocktail from MARTINI served ice cold. MARTINI Royale is a blend of 50% MARTINI Bianco and 50% MARTINI Prosecco which produces delicate vanilla flavours mixed with an aromatic fruity sparkle. Packed full of ice, freshly squeezed lime balances the acidity of the drink and fresh mint brings an aromatic kick.



One of the most iconic brands in the world, MARTINI is the leading name in the Italian winemaking and purveyor of the highest quality aromatised and sparkling wines. The award winning, vibrant and bittersweet taste of the MARTINI range is result of secret blends of more than 40 botanicals sourced from the finest locations across the globe. Created in 1863 in Pessione, Italy, MARTINI is today part of the Barcardi Group Portfolio and continues to be the market leader of the category. The MARTINI portfolio: MARTINI Bianco, MARTINI Rosato, MARTINI Rosso, MARTINI Extra Dry, MARTINI Asti, MARTINI Prosecco, MARTINI Rose and MARTINI Brut.







TEL: +44 (0)207 938 1010



Please enjoy MARTINI® responsibly.

MARTINI, the Ball and Bar logo and LUCK IS AN ATTITUDE are trademarks.

Tuesday, 22 May 2012    Section: General Articles
Article tags: Martini Casting Win
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