Crafting a Classic Cocktail with a Cause
Campari needed to find a creative way to give people a reason to celebrate a 100 year old cocktail – the Negroni.
We activated our target - bartenders - and motivated them to put their creativity on tap in a grassroots goodwill campaign dedicated to the cocktail. Negroni Week was celebrated during the first week of June and throughout these seven days we celebrated the three part cocktail in a host of creative ways while creating a simple way to give back to local communities.
Research by Mintel Menu Insights showing that “classic” cocktails have increased by an astronomical 76% on menus since 2009. Even pop culture—the recent rise of speakeasies, the “makers” movement and retro TV protagonists like Don Draper (Mad Men) and Nucky Thompson (Boardwalk Empire)—seemed to be egging us on. We also conducted research with bartenders—the backbone of any liquor brand—as well as chefs and other tastemakers across the country. We learned that the Negroni is more than a classic drink to them—it’s a lifestyle.
During Negroni Week, participating bars, restaurants and vendors would donate $1 from every Negroni or Negroni-inspired product to their charity of choice. Additionally, Campari pledged to donate $10,000 to the charity of the bar or vendor who raised the most money through the movement. As enabler and amplifier, Campari cheered on these Negroni advocates to help them reach their money-raising goals for charity and drive consumers to their businesses. We activated social influencers, media and local businesses to participate in events and to join the conversation on social.
We saw a +9.5% volume/+13.8% value increase vs. any competitor in the burgeoning Aperitif category, a 46% increase in impressions (405 million total) from the previous year, and raised Negroni social conversation by 78%. In fact, #NegroniWeek was a trending topic on Twitter and a new tweet was posted with our hashtag every 26 seconds.