Campari’s Aperol brand wanted to launch their first ever out-of-home (OOH) campaign in time for the onset of al fresco summer brunches and happy hours with the goal of making the Aperol Spritz the drink of the summer.
We targeted swarms of people fleeing the city for the Hamptons with contextually relevant messages in locations where people tend to be in a social mindset or in neighborhoods with popular brunch or happy hour spots. The campaign kicked off in Manhattan, New York City with LinkNYC, digital subway panels, and then, on Memorial Day, Jitney buses and beach taxi wraps were rolled out on the East End of Long Island. The vibrant orange campaign, created by JWT New York, positions the Aperol Spritz as the real “Italian aperitivo” and go-to drink for the Social Striver – a trendy Millennial that doesn’t mind splurging on the new/hot product if it advances their social status. With its simple “3-2-1” perfect serve (Prosecco – Aperol – soda) as the key message, we tapped into New Yorkers’ love of brunch and happy hour to keep Aperol Spritz top of mind when ordering their next cocktail.
Aperol Spritz quickly became the drink of the summer! Because of this campaign, Aperol Spritz was 2x more likely to be top of mind and 69% of Nielsen survey respondents felt that seeing the ads increased their likelihood to drink or purchase Aperol. Of those who recalled the ad, 79% agreed that the cocktail looks delicious and 68% said that it would be a great addition to brunch or happy hour. Consumers agreed that “the color [orange] will always make me think of Aperol or Aperol Spritz”.