Guest has been working with Gruppo Campari's aperitif Aperol since its (re)introduction in the Netherlands with the signature Aperol Spritz in 2011. We created an on-trade and event campaign around the Aperol Spritz, implementing a 360 approach, combining on-trade, events, an ambassador program, creation of several pos, and activation materials.
We came up, created and managed an on-trade plan where a team of 5 ambassadors visited hundreds of outlets throughout the Netherlands. They planned multiple, so-called “city runs” where large teams of promotion models hit city centers with a combination of mobile tools, including a made-to-measure Italian Ape car, roaming and regular bicycles, etc. All creation and build was done by our creative team.
The promotion teams had consumers on the terraces taste, experience and buy the Aperol Spritz while telling the brand story. An impressive increase in sales throughout the Netherlands has been measured, making this one of the most succesful (re)introductions of a drink empowered by brand activation of the last years.
We also joined various events and culinary festivals like Preuvenemint and Bourgondisch Den Bosch with the Aperol Spritz campaign.
Especially the annual Preuvenemint events led to a complete “orange wave” of people drinking Aperol Spritz.
