It’s a spritz summer, according to Aperol—and, most likely, your Instagram feed. Fresh off a bottle redesign and a canned-beverage release earlier this spring, the Italian liqueur brand is looking to make its presence more widely known this summer. The brand is sponsoring actor and singer Hilary Duff on her lucky me tour, popping up at local bars and restaurants to serve Aperol spritzes ahead of her performances in key markets, and offering fans the opportunity to win prizes and tickets to upcoming shows. Alison Varone, head of marketing at Aperol parent company Campari America, told us it’s the first time the brand has gone on tour, but the strategy is based on the success of Aperol’s recent activations at events like Coachella and the US Open. It’s all a part of Aperol’s push in the last couple of years to drive visibility and boost Aperol’s presence online and in venues across the US—especially in the summer, she said. “As soon as the weather gets remotely warm, people start talking about spritzes, which has been such a phenomenon for us that we’ve created,” Varone said. While the brand has been popular in Europe for a long time, Aperol’s marketing team is working hard to bring “aperitivo culture” to the states, one city at a time. Continue reading here.—KH |
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