Campari is an alcoholic liqueur, considered an apéritif, obtained from the infusion of herbs and fruit (including chinotto and cascarilla) in alcohol and water. It is a bitter characterised by its dark red colour. Due to the remarkable flavor, characteristic aroma and unmistakable color, Campari won the taste of a large number of Brazilians, becoming 8th among apéritif, and has the same status as whiskey: symbol of sophistication, differentiation and uniqueness.
The goal was to position the beverage as renewed, young drink, which mixes sophistication and relaxation. Therefore, the proposal was the appropriation of the Negroni cocktail – made of one part gin, one part vermouth rosso (red, semi-sweet), and one part Campari, garnished with orange peel. With the tagline “Only the original is like that”, we bring the cocktail closer to its ingredient. We developed some exhibition displays (a glorifier for a crimson light ambiance) and a backdrop with a red graffiti of the artist Crânio – known for painting bluish elements.
Creative Director – Roberto Cagliari
Designer – Augusto Gottsfritz
Agency – Dez Comunicação
Date – 2014