In the Campari project, the assets were the packaging itself. As a key member of the Creative Direction and Copywriting team, we created a special line of packaging with the goal of positioning the brand's main drinks as Italian Icons.
To engage customers with the brand, we showed that making a Campari drink was as simple as following a few easy recipes. Just follow the exact step-by-step instructions for each drink, suggested by the brand itself. This helped the brand to demystify the idea that Campari requires a more complex preparation or that it’s a less accessible brand.
In a clear way, the packaging communicated Campari’s values and its most famous recipes: Aperol Spritz, Campari Tonic, Negroni and Americano.
This also highlights the versatility of the drinks, made for different tastes. Additionally, many customers took advantage of the offer and received an exclusive Campari glass. Ready to make the greatest Italian classics without leaving home?
Partner: EA Agency