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Campari’s limited-edition label 2012 created by Italian artist Ugo Nespolo reinterprets Cappiello’s 1921 Spiritello print |
Campari is to launch into travel retail a limited-edition art label for 2012 created by the Italian artist Ugo Nespolo.
The new label reinterprets Leonetto Cappiello’s 1921 Spiritello print, and has been designed to bring a colourful and eye-catching twist to this classic, as well as a contemporary edge.
“The limited-edition label launches at a time when reinterpretation is proving to be a global trend,” Campari said. “This is particularly prevalent with fashion houses such as Marni and Versace launching diffusion lines in high street stores, making them accessible to a wider audience, much like Campari has been doing for years with art.”
The launch will be supported by special decor and enhanced in-store visibility across key airports worldwide during summer 2012, the drinks brand said.
A milestone in Campari’s history of celebrating art
Nespolo’s reinterpretation is the latest in a series of limited-edition labels, which have been designed to continue the legacy of Campari’s dedication to art, ensuring it is accessible to all consumers.
Gruppo Campari Chief Marketing Officer Andrea Conzonato commented: “The Limited Edition 2012 label is a tribute to the original Spiritello, created beautifully by Leonetto Cappiello, a true milestone in Campari’s history of celebrating art and now permanently exhibited at the Galleria Campari.
“The intention of the limited-edition label is to pay homage to the heritage of the Campari brand, and celebrate it in a fresh and original way. The new limited-edition label is eye-catching, colourful and modern, and we’re sure it will catch the eye of consumers.”
Artist Ugo Nespolo commented: “Having worked closely with Campari for a number of years, I have a fully comprehensive and deep understanding of the brand and its values. As such, I’m obviously very familiar with the legendary Spiritello design, and it’s a real honour for me to be asked to create a new interpretation of this beautiful artwork, originally created by such a celebrated artist.”
About Campari
Hand-crafted according to the same secret family recipe invented in Italy in 1860, Campari is the result of the infusion of herbs, aromatic plants and fruit in alcohol and water. With its distinct colour, aroma and flavour, Campari makes a dry cocktail that can be enjoyed at any time.
About Gruppo Campari
Davide Campari-Milano SpA, together with its affiliates (Gruppo Campari), is a major player in the global beverage sector, trading in over 190 nations with a leading position in the Italian and Brazilian markets and a strong presence in the US and continental Europe. The group has an extensive portfolio that spans three business segments: spirits, wines and soft drinks. Its internationally renowned spirits brands include Campari, Carolans, SKYY Vodka and Wild Turkey. Its leading regional brands include Aperol, Cabo Wabo, Camparisoda, Cynar, Frangelico, Glen Grant, Ouzo 12, X-Rated Fusion Liqueur, Zedda Piras and the local Brazilian brands Dreher, Old Eight and Drury’s. Its wine segment boasts the global brand Cinzano, as well as important regional brands including Liebfraumilch, Mondoro, Odessa, Riccadonna, Sella&Mosca and Teruzzi&Puthod. The soft drinks segment comprises the non-alcoholic aperitif Crodino and Lemonsoda as well as its respective line extension dominating the Italian market. The group employs over 2,200 people. Visit www.camparigroup.com
About Ugo Nespolo
Ugo Nespolo, born at Mosso Santa Maria (Biella), graduated at the Albertina Academy of Fine Arts of Turin and has a degree in Modern Literature. His career as an artist dates back to the Sixties to the era of Italian Pop Art to Conceptualists and Future Poverists. In 1974 he won the Bolaffi Award; in 1975-76 he created The Museum, a painting 10 metres long that marked the start of a still unfinished exploration of other artists’ work. The Museum went on show for the first time in 1976 at Livorno’s Museo Progressivo d’Arte Contemporanea. In the 1970s Nespolo also began experimenting with new techniques and new materials. Nespolo’s Hat Tree that was subsequently mass produced and sold as an ornament, dates from that period.
About Leonetto Cappiello
Leonetto Cappiello, born in 1875 in Livorno, Italy, was an Italian poster art designer who lived in Paris. He is often referred to as ‘the father of modern advertising’ because of his innovation in poster design. Cappiello was the first poster artist to use bold figures popping out of black backgrounds. The first exhibition of Cappiello’s work was in 1892, in Florence. After the First World War, Cappiello returned to producing posters, including the Campari Spiritello artwork. Over his career Cappiello produced more than 530 advertising posters. Today, his original posters are still collected, sold at auction and by dealers worldwide.
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