Detail: Bitter Campari The seats pictured below are to be found in one of the many small neighborhoods of Berlin, on the sidewalk along a street and in front of a bar and lounge. It is evident that Campari is trying to directly influence the purchasing behavior of the bar’s customers. Each one of the half-dozen sectionals is branded with the Campari logo, which is distinguishable from across the street. This is a prime example of Campari’s efforts to cut through its competitors’ messages in the saturated liquor industry.
Discussion As part of an integrated communications campaign, the seats are a fantastic additive. But this is not all of the Campari artillery. Each year, Campari chooses a featured model or actress to represent the brand on multiple platforms. From Salma Hayek to Jessica Alba, and from calendars to commercials, Campari is hoping to capitalize on the appeal of the women and relate it to the brand. Campari has even sponsored and appeared in music videos by Rihanna, Lady Gaga, and Jennifer Hudson. What makes these campaigns successful is the consistency across all platforms. From the brand look and feel, to how it’s portrayed interacting with people, the identity is the same. This helps to create a strong brand for Campari, which in turn helps to distinguish it from other brands.
Look for flashes of Campari in this music video by Jennifer Hudson.
http://www.youtube.com/watch?v=5ojza4LcC-4
Highlights
- branding campaigns require a solid communication message across multiple platforms and with a singular identity to be successful
- Campari capitalizes on its “seductive appeal” by partnering with women who characterize similar attributes
- subtlety is a key attribute in parts of a diverse branding campaign, where a company wants to remind without alerting the consumer
love the video :-)
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