FRANCE. Campari Group showcased the rebranded look of its namesake brand – featuring design changes to the bottle and labelling – at the TFWA World Exhibition last week.
Campari’s exhibition space was transformed into a premium lounge experience, reflecting its status as one of the leaders in classic cocktail-making since 1860, the company noted.
The drink specialist created a digitally driven multi-sensorial experience for the show.
Campari invited guests to its bar to sample the cocktails crafted by its leading bartenders from Milan. The menu featured the brand’s signature version, specially created for the Cannes event.
The pop-up also featured immersive digital story-telling tools for guests to learn the many ways to enjoy Campari and the brand’s enduring connection with the Negroni cocktail.
The main attraction at the exhibition space was the revamped bottle and label design of Campari. The updated packaging is a homage to Milan, reflecting the sleek, minimalist fashion and contemporary design that the city is known for.
To further promote the new brand identity to TFWA delegates, the company partnered with Lagardère Travel Retail for a high-profile takeover in Terminal 1 at Nice Côte d’Azur Airport.
The campaign took a cue from the previous Campari summer activations, which were recognised by two major industry awards – as Gold medal winner in the Marketing Activation of the Year category at the Drinks International Travel Retail Awards 2023 and as a finalist in Campaign of the Year at the Frontier Awards 2023.
The updated Campari look was previously promoted through high-profile activations at Nice Côte d’Azur Airport and Nice and Cannes private airports to celebrate the brand’s collaboration with the 76th Cannes Film Festival.
The immersive campaign engaged travellers at every point of their journey across various touchpoints to strengthen the brand’s presence at the French airports during the festival.
The promotion featured branded red carpet tunnels in Terminals 1 and 2 of Nice Côte d’Azur Airport, reflecting the glamourous entrance to a major film première.
Other elements included digital merchandising and the sampling of Campari Spritz cocktails in the Lagardère stores at Nice Côte d’Azur Airport, a branded Campari Spritz bar in the T1 Non-Schengen lounge, and complimentary Campari cocktails for arriving VIP guests at Nice and Cannes private airports.
The company noted the success of the month-long activations, which reached over 650,000 passengers and delivered triple-digit sales growth for Campari in Lagardère stores. ✈
