Allora takes aim at Aperol in new campaign
Creative studio Wonderful Things has helped to create Allora Aperitivo al Limone’s first out-of-home (OOH) campaign.
The initiative launched on National Spritz Day (1 August), championing the liqueur brand’s signature serve, the Allora Limone Spritz.
Titled ‘Non Per Tutti’ – meaning ‘not for everyone’ in Italian – the adverts feature a series of Spritz moments that frame the brand as the ‘choice for those who want to stand out from the crowd’.
One image features an Allora Limone Spritz in a sea of ‘nameless’ orange Spritzes, shot by production house Pear & Sons.
The tongue-in-cheek advert follows a campaign from the world’s biggest-selling Spritz brand Aperol, titled ‘L’Unico Per Tutti’ – ‘the one for everyone’.
Other Allora campaign photography includes a disembodied hand holding a bottle of the limoncello-inspired liqueur in the sea, designed to evoke ‘Not Waving but Drowning’, a poem by Stevie Smith.
Another image depicts a ‘local nonno and nonna’ on the beaches of Procida, where Allora sources its ‘bread’ lemons.
“Our ‘Non Per Tutti’ approach is a brand ethos, and this OOH national campaign grows from the digital social executions we began in April,” said Dom Dalton, Allora’s co-founder.
On the topic of following Aperol’s initiative, he said: “The campaign isn’t a response, but the varying sentiments couldn’t be more accurate.
“Aperol has done an amazing job of building the category and making Spritzes mainstream, but we want to do something different with Allora in the way we make and talk about the liquid, a nuanced brand world and our signature serve.”
Dalton and his co-founders, Jen Dalton, Holly Hunt and Jamie Mancini, launched Allora in 2023, designed to be a more refined option for a Limoncello Spritz. It was awarded Best New Product at The Spirits Business Awards 2024.
The brand has since pivoted to position its liqueur as an all-round option for mixology, following positive feedback from bartenders.
In its second year, Allora has partnered with brands including Curzon Cinemas, Spotify and Scott Fraser Collection.
The brand has also featured an OOH campaign on the island of Procida in Italy, taking over the island’s only billboard.
Mancini, a co-founder of both Allora and Wonderful Things, added: “The ‘Non Per Tutti’ campaign encapsulates how we want Allora to be perceived as a brand – one that offers something different – an invitation for the hospitality industry and consumers who want a new brand to engage with, while understanding that the product and brand world isn’t going to be to everyone’s tastes.”
The OOH campaign will feature in more than 30 locations, including key on-trade listings, with a particular focus on London.
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