Campari Group is rolling out a campaign for its namesake brand in line with Negroni Week, an annual global event which begins today (21 September).
Inspired by a 1970’s advert for the aperitif titled ‘Nine out of 10,000’, which claimed that “only nine out of 10,000 people were sophisticated or bold enough to appreciate the distinct bitterness of Campari”, this week’s activity features a group of nine “creative personalities” led by actor & producer Alan Cumming. Their exact roles in the campaign were not detailed.
The group includes figures from the food, beverage, music, fashion and film industries, including (below, left to right): Jimmy Gia Huy, Helena Barquet, Jonah Reider, Angel Sipilia, Alan Cumming, Nikki Ogunnaike, Fabiana Faria, Julie Reiner and Jalil Johnson.
The move follows the recruitment last year of actor Sarah Michelle Gellar, best known for playing Buffy the Vampire Slayer, to front a Negroni Week campaign.
Campari Group has partnered with Negroni Week organiser Imbibe and will be sharing events & activations via the Campari brand’s social media channels. The brand owner is also offering consumers up to US$15 cashback for purchases of a Campari negroni in “select US markets”.
The company will also “continue to support” the Negroni Week Fund, a global fundraiser for the hospitality industry organised by Slow Food.
“Negroni Week is an important moment for Campari to celebrate the iconic cocktail while continuing our longstanding partnership with Imbibe and our shared commitment to supporting the global hospitality community,” said Campari America’s head of marketing, Allison Varone.
Cumming added: “I’ve always found the things that make people different are usually the most interesting things about them. The Bitter Nine is about celebrating the people who aren’t afraid to have a little bite themselves.
“I’m very happy to count myself among them.”
Earlier this month, Campari Group put its “largest ever” investment into launching an aperitivo in a new market with the debut of Sarti in the US. The blood orange-infused spirit was unveiled in the country through brand ‘platform’ Too Pink to Care.
