Campari Group is debuting an Aperol-themed ‘day club’ as part of the brand’s sponsorship of this year’s Coachella Valley Music & Arts Festival.
The branded area will feature DJ sets, “beauty stations” and bars, as well as a “surprise guest pop-up”. The activation is part of the brand’s wider ‘Be the Moment’ marketing campaign, which promotes “celebrating spontaneous joy, connection and creativity”.
Aperol has been a sponsor of the Californian music festival for four years and is the event’s ‘official spritz partner’.
Campari Group is also launching “festival-inspired” Aperol merchandise in the US ahead of Coachella (which runs from 10 to 19 April), including orange t-shirts, phone accessories and hand-held fans. The merchandise is available on the Aperol website with items ranging in price from US$10 to $30.
“For us, ‘Be the Moment’ is about celebrating the small, joyful pauses that bring people closer together,” said Campari America’s head of marketing, Allison Varone. “The ‘Aperol Day Club’ is designed to spark those unforgettable, can’t-miss moments throughout the weekend – from immersive experiences to surprise appearances – all centred around the joy of sharing an Aperol Spritz.”
Earlier this month, the brand owner unveiled a new look and bottle for Aperol, which aims to emphasise the liquid’s orange colour.
