Aperol, the lurid orange aperitif by Campari, took the youth market by storm, spearheaded by its perfect-serve cocktail. The Aperol Spritz added a touch of Italian retro glam to summer and we needed to bring to life its brand essence of “contagious joy” for their young, optimistic audience in a global travel retail environment.
All there is to do in the airport is shop and wait. And both become boring very quickly. The Funk up your Spritz piano bar allowed passengers to entertain each other. International travellers sat at the piano and played a well-loved tune, spreading instant joy for others and winning an Aperol Spritz and some funky headphones for their flight.
The idea was rolled out across eight airports globally and won Gold at the Drinks International Travel Retail Awards, 2014 for Most Creative Marketing Concept. Completed while consulting to A Little Bird agency, the activity was so successful that Aperol made Frankfurt their permanent airport bar.