MOVIE
The Red Passion
Campari On-trade Activation
Bittersweet. Bold. Classy. Full of aura.
Campari has always had an unapologetically unique personality. Loved by some and misunderstood by others, some would say it’s an acquired taste. Over time, some of its lovers began to age and fade with time. Recognizing this shift, Campari has a mission to reinvent itself to find love amongst the new generation.
Date: Q1 - Q4
The Approach
Our strategy was simple. Take Campari directly to the people and build immersive outlet experiences around the brand.
Understanding that not all outlets serve the same audience, we carefully identified venues that aligned with Campari’s premium yet vibrant personality. Each activation was designed to be clean, repeatable, and visually distinctive, ensuring strong brand visibility while naturally attracting the right crowd.
The experience focused on three key objectives:
1.
Drive Trial
Introducing consumers to Campari through engaging serves, creative mixes, and interactive tasting moments.
2.
Build Engagement
Leveraging entertainment and social experiences to create emotional connections with the brand.
3.
Drive Purchase
Using incentives and guided experiences to convert curiosity into consumption.
Through consistent execution across locations, Campari began to evolve in perception — shifting from a drink associated with an older generation to a brand the new generation could confidently embrace and celebrate.