To launch the Aperol Spritz, we targeted a core market with high growth potential: the trend-setting millennials of New York City. We leveraged ethnographic research, social listening, qualitative consumer connects, and focus groups to identify their post-work escapades, cultural tensions and commuter pain points; we gathered the core insight that our audience balances increasing responsibilities with carefree social occasions after work, placing a particular emphasis on happy hour and urban brunching.

We mapped out their daily journeys to discover where to spread the sunshine, starting a conversation about their favorite day-drinking occasions. Speaking “millennial”, we tailored our messaging to convey the casual voice and bright, Insta-worthy visuals they crave. From messaging to placement, we knew that in order to stand out, we would have to integrate the Aperol Spritz seamlessly into our urban audience’s summertime routines.

To launch the Spritz in NYC, we placed vibrant, animated ads at popular subway stops and streetside digital kiosks, spreading much-needed chill on the sweltering commute to work and happy hour. We even followed our millennial audience as they fled the city to unwind in the Hamptons, turning heads with eye-catching bus wraps en route and on-site ad buys in Hamptons Magazine. Bright, bubbly taxi and pedicab wraps painted the Hamptons orange and literally drove our message home, spreading the carefree fun of Aperol Spritz where our audience thirsted for it most. Finally, we supplemented print and outdoor media with banner ads displayed on our audience’s favorite brunch authorities like Thrillist and Punch, driving to Drizly and Facebook so they could order Aperol online and spread the word on social.

‘WHAT’S A SPRITZ?’ made waves, maximizing reach and creating a share of voice for the Aperol Spritz in a new U.S. market, despite a limited budget and a saturated category. Better yet, we surpassed brand goals and industry standards along the way. Our campaign skyrocketed awareness and trial, establishing the Aperol Spritz as our audience’s go-to refreshment for brunch and happy hour.

Results:

Vol. of 9LC: +34.6% (August 2016 - August 2017); +45% (July - September 2017).

Brand value: +36.1% (August 2016 - August 2017); +46.1% (July - September 2017) vs. cordials category benchmark: +5.7%.

Only brand in competitive set at almost 100K 9LC (double-digit growth vs. category).

NYC depletions: +57.7% (11,186 9LC) (benchmark: 46%)

Hamptons depletions: +114% (828 9LC).

+45% Share of Voice vs. other low-ABV aperitif liqueurs.

Impressions: NYC OOH, 99.8M. Hamptons OOH, 18M (via 69 placements). PR, 600M. Digital/Online VMP, 42.6M.