Challenge.

Despite Aperol celebrating widespread popularity across Europe for the pastime of aperitif–before dinner cocktails–awareness in the US remains low outside of a bar or cocktail menu. We needed to grow awareness amongst a millennial audience that had never had aperitif or an Aperol Spritz. In a nutshell, educate millennials on a new drink, make it their daytime drink of choice and do this with the efficiency that drives them to on-premise trial/conversion. 

Solution.

Our shoppers live for brunch and happy hour, never missing an opportunity to impress with their squad and on their social feed. For them, its all about the ‘gram. While retail would have been a more difficult moment of conversion for Aperol (with such little category awareness), we knew that in the relaxed environment or a bar or pub, a refreshing cocktail and low ABV drink, could be the way-in. Hence, an educational campaign made fun using the vernacular and lifestyle of trendsetting and “up for new” New Yorkers, called “What a Spritz?”

Results & Recognition.

Utilizing out-of-home, print, digital and experiential initiatives, we drove awareness of the Aperol Spritz where our target was–happy hour and brunch occasions in the Hamptons. The campaign launch was celebrated with the opening of the Aperol Hampton’s House – a week long vibrant orange oasis for cocktail influencers across the nation to share an Aperol Spritz. A series of event pop-ups at popular beach bars across the Hampton’s were also executed to generate buzz and excitement – while providing a stream of Instagram stories. Media and social channels alike buzzed from our campaign activation with millions of earned impressions. On-premise success including sales and depletion (in NY and Hamptons) crossed benchmarks by up by over 50%, and brand value (in dollars) increased by 46%

Press: The New York Times Digiday Fortune