The New Campari Bottle Draws Aesthetic Cues from the City
Michael Hemsworth — May 6, 2023 — Marketing
References: campari & thespiritsbusiness
The new Campari bottle has been introduced by the Italian aperitif brand as an evolution of its existing packaging that draws aesthetic cues from elements of Milan.
The bottle is characterized by its tall construction that's accented with some texture details across the front that calls to mind architecture elements. The bottle design comes as a first for the brand in 10 years and maintains bold, confident lines that will elevate the look of any bar. The brand is launching the new bottle with the largest drone show ever created in Europe where the skyline in Milan will be lit up with aerial equipment on May 4 and 5, 2023.
Group Head of Marketing Julka Villa commented on the Campari bottle and campaign to The Spirits Business saying, "This launch is just the start. Over the next months you will see an international roll out of the new bottle. This includes an exciting opportunity to present the newly redesigned bottle in the Campari Lounge at Cannes, and at a series of events hosted by Campari at the Cannes Film Festival, of which Campari is the official partner for the second year."
The bottle is characterized by its tall construction that's accented with some texture details across the front that calls to mind architecture elements. The bottle design comes as a first for the brand in 10 years and maintains bold, confident lines that will elevate the look of any bar. The brand is launching the new bottle with the largest drone show ever created in Europe where the skyline in Milan will be lit up with aerial equipment on May 4 and 5, 2023.
Group Head of Marketing Julka Villa commented on the Campari bottle and campaign to The Spirits Business saying, "This launch is just the start. Over the next months you will see an international roll out of the new bottle. This includes an exciting opportunity to present the newly redesigned bottle in the Campari Lounge at Cannes, and at a series of events hosted by Campari at the Cannes Film Festival, of which Campari is the official partner for the second year."
Trend Themes
1. City-inspired Packaging - The use of iconic elements from a city to create unique packaging designs for products, emphasizing locality and memorability.
2. Drone Advertising - The use of drones to create large-scale and eye-catching advertising displays, offering new opportunities for brands to increase visibility and engagement.
3. Bold Minimalism - The use of simple, bold designs to create impactful and memorable product packaging, providing a departure from traditional, more complex designs.
Industry Implications
1. Beverage - The beverage industry can leverage city-inspired packaging and bold minimalism to refresh and create new product offerings, while creating impactful campaigns using drone advertising.
2. Tourism and Travel - Tourism and travel companies can use city-inspired packaging to create attractive souvenirs, while also implementing drone advertising as a unique way to promote their destinations and services.
3. Advertising and Marketing - Advertising and marketing agencies can use city-inspired aesthetics as a creative approach to develop unique branding strategies for clients, with the added potential of drone advertising as a way to generate buzz and visibility.
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