Aperol
Design | Art Direction | POS | Social Media
Drinking trends are changing in the UK… we are becoming more sophisticated and more considered about what, where and how to enjoy our time. Younger drinkers are looking for authentic shareable experiences with friends. They’re drinking less, but better as they seek out brands and drinks that have a meaningful story and role that they can share and enjoy together.
We were tasked to drive awareness and trial for Aperol Spritz and Campari within key On & Off Trade Customers – by elevating the ‘Aperitivo’ moment.
I worked on design and art direction for an activation concept called ‘Raise your Glass’ that drove customers to share their ‘cheers’ moment on social media that would allow them to enjoy a free round of drinks in participating bars. I also worked on Off-trade executions which bring a little Italian flair to mixing drinks at home, with a free stylish measure when you buy Aperol and Campari together in-store.
On-Trade
To drive consistency across the trade, we’ll create a training programme inviting people to ‘raise the serve’ and perfect each Aperol or Campari drink.
Icebreaker cues help the trade speak to customers and invite them to trade up from Prosecco or Gin and Tonic with a splash of Aperol or Campari.
