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INTRODUCING A TOUCH OF ITALIAN COOL

How we took Aperol’s perfect serve and changed drinking habits across London.

BRIEF

We were tasked with delivering 50,000 sales of Aperol Spritz in stylish bars in key locations across the UK. Research revealed that once our target audience had chosen the first drink of the evening, they were more likely to stick with 
that drink for the rest of the night.

Delivering on the brand proposition of ‘It starts with Aperol Spritz’, we needed to target the early evening occasion and entice drinkers to discover the Italian art of aperitivo, and with it Aperol Spritz.

IDEA

We created the ‘It Starts with…’ pop-up bar. A 360° experience with contemporary furnishings, Vespa seating and fresh orange displays to showcase the best of Italian style. Staffing was key and our bar and street teams comprised of 40 Italians. Not only did they serve to bring the authentic Mediterranean vibe to the occasion, they were the natural advocates we needed to charm and educate customers and outlet staff alike.

The ‘It starts with…’ presence was all around the bar with stylish lighting, bar paraphernalia and table buttons that allowed drinkers to summon an Aperol Spritz with ease.

RESULTS

118 outlets over 336 live days

98% of target in the first month

Approx. 100 perfect serves every night

Cadbury
NESTLÉ