Campari unveiled its new brand identity and bottle redesign at last week’s TFWA World Exhibition in Cannes.

The group’s stand space in the Bay Village was transformed to create a new premium lounge experience, in line with Campari’s position as a lead performer within classic cocktail-making since 1860.

Visitors to the stand were directed to the bar area, where leading bartenders from Milan served up a selection of made-to-order cocktails featuring Campari – the group’s second-largest spirit by volume – which accounted for 11% of company sales in 2022.

Campari and cocktails

To emphasise the relationship between Campari and the iconic Negroni cocktail, the menu included a signature version, created uniquely for the TFWA event, which was accessed through a multi-sensorial digital experience.

The lounge area incorporated interactive digital story-telling elements, designed to bring to life the versatility of Campari in the finest cocktails, and its enduring connection with the Negroni, the world’s most popular cocktail, according to Drinks International’s latest poll of leading bars.

The week’s big reveal was the new visual identity and redesign of the classic Campari bottle, inspired by Milan and the fashion and design elements the city is known for.

Before the show began, delegates arriving at Nice Côte d’Azur Airport T1 were greeted by the Campari campaign takeover of the arrivals journey through the terminal. This campaign built on a series of award-winning Campari activations over the past summer.

Earlier this year, in May, the new brand identity featured in high-profile activations at Nice Côte d’Azur Airport, and in Nice and Cannes private airports, to mark Campari’s high-profile partnership with the 76th Cannes Film Festival.

This immersive campaign incorporated multiple touchpoints to amplify the brand’s premium positioning to arriving and departing passengers at the French airports during the festival.

These included branded red-carpet tunnels in Terminals 1 and 2, designed to echo the glamourous entrance to a major film première.

Other key elements included digital merchandising, and the sampling of Campari Spritz cocktails in the Lagardère stores at Nice airport; a branded Campari Spritz bar in the T1 Non-Schengen lounge; and complimentary Campari cocktails for arriving VIP guests at Nice and Cannes private airports.

The month-long activations reached over 650,000 passengers, and helped to deliver triple-digit sales growth of Campari in Lagardère stores.

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