Campari Tells the Story of a Favourite in Negroni Week Campaign

The Negroni Week 2022 was a week in which Campari's partner bars create authorial reinterpretations of the classic Negroni recipe. The most consumed drink in the world in 2021. 

Negroni Week involved several actions, and the main focus was to tell the story of the drink. The insights that emerge from it, as well as discovering new possibilities to enhance the passion around the drink. The global campaign that celebrates the entire tradition and authenticity of the Negroni drink - which does not exist without Campari - took place in Brazil; in more than 90 bars in São Paulo, Rio de Janeiro, Paraná, Santa Catarina, and in e-commerce.

The intention was to encourage the bartending community and the public interested in cocktails, The Negroni Week 2022 will offer masterclasses and mixology workshops with acclaimed professionals to the public selected during Negroni Week at Locale Caffè. The edition also has actions among the brand's influencers and will have complementary digital activations with bars and influencers such as Pedro Scooby, Fernanda Paes Leme and Henrique Fogaça, reinforcing the message concept "There is no Negroni without Campari."

"Promoting Negroni Week for the tenth year in a row is extremely gratifying. In addition to encouraging the cocktail market and highlighting all the versatility that fits inside a glass of Negroni. This year we have the opportunity to create and nurture an exclusive community for brand lovers through The Campari Blockchain. Our idea is that the public becomes increasingly involved with the Campari universe. The possibility of taking a little of this historic week home, through collectible posters and participation in this exclusive community, strengthens the link between brand and consumer", celebrates Vinicius Löw, marketing director of the Campari Group.

To further expand this communication and show that the history of the drink and Campari are directly related, the brand has created a series of illustrations inspired by historic Campari posters. Each campaign piece works like a recipe, stamping the step-by-step behind the different versions of the Negroni.

Ogilvy Brazil also created and developed the art project in partnership with Black Madre studio and Campari. Each illustration was inspired by a classic moment in the brand's history. From Campari's introduction to the world of cinema, represented by the short film from Federico Fellini, the brand's connection with art started with artists like Leonetto Cappiello and even bringing ‘Easter eggs’ from these scenes in all the arts.

For each authorial drink purchased, the consumer receives a poster on the history of Campari. The illustrations will become digital art, and posters will be displayed in the main Campari partner bars during Negroni Week 2022. In addition, to give a 'taste' of innovation to the brand's history, Campari introduced into the universe of Negroni's lovers The Campari Blockchain platform. It provides collectible NFTs of the world's most famous drink, unlocking exclusive experiences at the end of Negroni Week 2022, such as a show by Jão in São Paulo.

Both posters and NFTs will be available at Negroni Week partner bars with the following mechanic: for each purchased Negroni, the person receives a poster and a Campari history collectible NFT.

The dissemination of the arts and the Negroni Week 2022 will be made on Campari's social networks to generate conversations and exchanges between Negroni's lovers. Visual representation has always been of enormous importance to Campari. Therefore, the action will highlight the brand's history, the arts and visuals that were part of its market construction, and the whole process covered for the development and improvement of the Negroni, a beverage featured in several generations.

"Campari, Negroni, and art are three elements that have always walked together. As Negroni Week is a week of reinterpretations of the classic Negroni recipe, we decided to use art to create a retelling of Campari's history through the perspective of authorial drinks – with greater inclusion, diversity, and current consumption habits, making people taste a little of the brand's history with each new Negroni consumed". Mentions Guilherme Pinho and Wagner Montanher, a duo from Ogilvy Brazil who contributed to the campaign's creation.