Campari's Go Beyond a Sip Encourages a Look Beyond First Impressions
Laura McQuarrie — April 20, 2018 — Lifestyle
References: thespiritsbusiness
Inspired by the popularity of Negroni cocktails, Campari introduced the 'Go a Sip Beyond' campaign to encourage people to be open-minded about the distinctive taste of its alcoholic liqueur.
As Campari can be described as spicy and sweet, it is also called bitter—which many consumers fail to look past. To get consumers looking beyond their first experience with its product, Campari crafted a short film with Arnaud Boutin.
The scenes of the short film aim to capture and express the distinctive nature of Campari, based on the first three sips of the liquid. Throughout the experience, viewers will find themselves getting just a taste of different experiences and nothing more. The end of the film sums up that the first or even the second sip of Campari shouldn't be judged, as each new experience introduces something new to discover.
As Campari can be described as spicy and sweet, it is also called bitter—which many consumers fail to look past. To get consumers looking beyond their first experience with its product, Campari crafted a short film with Arnaud Boutin.
The scenes of the short film aim to capture and express the distinctive nature of Campari, based on the first three sips of the liquid. Throughout the experience, viewers will find themselves getting just a taste of different experiences and nothing more. The end of the film sums up that the first or even the second sip of Campari shouldn't be judged, as each new experience introduces something new to discover.
Trend Themes
1. Open-minded Marketing - Opportunities for companies to innovate marketing campaigns by promoting open-mindedness in consumers.
2. Experience-based Branding - Opportunities for companies to create immersive experiences that showcase the unique qualities of their brand/ product.
3. Negroni-inspired Products - Opportunities for companies to create new products inspired by the popular Negroni cocktail.
Industry Implications
1. Alcoholic Beverages - The alcohol industry can innovate marketing campaigns to change negative perceptions & highlight unique qualities of brands/products.
2. Film/entertainment - The entertainment industry can collaborate with companies to create immersive films/experiences that promote open-mindedness in consumers.
3. Food & Hospitality - The hospitality industry can create Negroni-inspired products such as food items or cocktails, to cater to the growing demand for the Negroni flavour profile.
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