Campari Group has kicked off its activity for ‘Negroni Week’, centred around promoting its namesake brand’s presence in the occasion’s namesake serve.
Playing on the aperitif’s bitter taste, ‘Stay Bitter’ consists of a line of branded merchandise. Actor Sarah Michelle Gellar, who is best known for playing Buffy the Vampire Slayer, has been recruited to front the line, dubbed the ‘Stay Bitter Capsule Collection’, which is available to US consumers to purchase online.
‘Negroni Week’ runs until Sunday (28 September), with Campari Group using the occasion to donate to Slow Food, a “global movement of local communities fighting for good, clean and fair food”. The company’s unit has committed to donating US$100,000 to the organisation.
For the year so far, Campari Group’s sales are flat compared to last year, according to results from the six months to the end of June, reported last month. The company will present its nine-month figures on 28 October.
