Campari Group has leveraged what it calls the Mediterranean approach to alcohol in a new global campaign around responsible consumption.
‘Take Time To Taste’, which has rolled out across the brand owner’s social media channels this week, features a raft of established cues to drive a moderation message. As well as linking alcohol to dining occasions, the activation also promotes staying hydrated, observing drink-and-drive laws and “respecting others and their choices”.
Beyond the reference to a digital presence and the use of the hashtag ‘#taketimetotaste’, further details about the campaign were not disclosed.
“‘Take Time to Taste’ confirms our commitment to the consumption of alcoholic beverages inspired by the values of the Mediterranean style, convivial and responsible, always associated with food and moments of sociality’, said Campari Group’s head of global public affairs, communications & sustainability, Aldo Davoli. “In 2020, a global responsible drinking strategy was formalised, which, also through the involvement of … bartenders, raises awareness on a conscious and responsible consumption of our products.”
Last week, the brand owner unveiled its next CEO, with Simon Hunt taking on the role vacated by the departure of Matteo Fantacchiotti after only five months in post in September. The group is running at +2.1% for its sales so far this year.
