Campari invites consumers to ‘go a sip beyond’By Melita Kiely
Campari is hoping to capitalise on the growing “obsession” with Negroni cocktails in the US with its latest campaign, which encourages drinkers to “go a sip beyond”.
Developed by Yard NYC, the short film, titled Go a Sip Beyond, is designed to encourage people to look past first impressions – and that includes Campari with its bitter flavour profile.
The short film was directed by Arnaud Boutin, known for his work on foreign films, photography and editorial pieces, who was tasked with continuing Campari’s “forward-thinking” approach to advertising.
The film explores three scenes inspired by the “distinctiveness” of Campari, focusing on the first three sips of the liquid.
The final scene concludes that Campari can’t be judged on the first or second sip because “each experience with Campari introduces something new”.
Richard Black, vice president of marketing, white spirits and cordials, Campari America, said: “With America’s current obsession with bitter flavours in the form of coffee, IPA beers, brussels sprouts and Negroni cocktails, it’s the perfect time to raise awareness for Campari and immerse drinkers in our world.
“Campari has always had a strong, bitter flavour that might not be for everyone, but that’s what makes it so intriguing. Even native Italians say you need to try Campari three times before you acquire a taste for it.
“Go a Sip Beyond perfectly captures that essence.”
Click the video below to watch the Go a Sip Beyond short film.