Introducing the Aperol Spritz to America, not through a campaign, but a movement.
Services
- Brand & Creative Strategy
- Social & Content Strategy
- Media & Investment Strategy
- Breakthrough Experiential
- Brand & Campaign Creative
Outputs
- Brand Positioning
- Content
- Social Activations
- Brand Personas & TOV
Impact
- 3x Engagement on Facebook (3% to 9%)
- Sales Increased 25-45% in Four Target Markets
- 200M+ Media Impressions
- Fox News Officially Claiming the Mimosa is Dead
Now Hiring: Chief Brunch Officer
Introducing the Aperol Spritz, a drink unfamiliar to most Americans, required more than a traditional marketing campaign. The brand aimed to engrain the drink into a prevalent and beloved American tradition: brunch.
Brunch is a Lifestyle Choice... and We Owned It.
Brunch isn't just a meal in America; it's a cultural phenomenon and lifestyle. Integrating Aperol Spritz into the brunch scene could position it not just as a drink, but as an essential component of the brunch experience.
Aperol Initiated a Movement
Instead of a conventional advertising campaign, Aperol initiated a movement: Aperol Brunch Society. The brand introduced the position of a "Chief Brunch Officer," where fans could apply to brunch at top restaurants in their city, enjoy Aperol Spritz with friends, and get compensated for this delightful experience.
Fans could apply for the job of Chief Brunch Officer
Main job duties? Brunch through all the hottest restaurants in their city, drink Aperol Spritz with their friends… and get paid for it.
Aperol Became Part of the Scene
By seamlessly blending the Aperol Spritz into the American brunch culture, the brand built a direct association between the drink and a popular lifestyle activity. The unique approach of the "Chief Brunch Officer" created buzz, positioning Aperol Spritz as not just a drink, but a vital part of the American brunch scene.
Engagement on Facebook Rose
x
Product Sales Increased
-%
200M+Media Impressions Gained
M+