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Campari

CAMPARI

Company: Davide Campari-Milano SpA

Brand value: US$591 million

Change since 2018: 23%

Headquarter city: Milan

Category: Alcoholic Drinks

Year formed: 1860

Campari is an alcoholic spirit mainly used as a mixer, and is best known for its dark red color and its unique bitter taste. It is an essential ingredient in the classic Negroni cocktail, which will celebrate its centenary in 2019. It also features in the Garibaldi, the Americano, and the spritz, and is a highly popular aperitif in northern Italy. Today, Campari is distributed in over 190 countries. Advertising for Campari positions the brand as refined and luxurious, with a dreamlike aesthetic focused on the color red. Campari’s tagline has for many years been “Red Passion”. Following the success of the TV advertising campaign “Campari Red Diaries”, directed by Paolo Sorrentino, in 2019 the brand will launch another TV campaign. This will feature Hollywood actress Ana de Armas (of Blade Runner 2049) with the Italian actor Lorenzo Richelmy, directed by award-winning local director Matteo Garrone.

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