After a hundred years, the coloured aperitifs of the Campari family seem to have found an enviable place in today’s fast visible viral marketing environment.
The family and I went on vacation to tropical north Queensland.
Poolside I drank an aperitif called Aperol. It’s part of the Campari company family and is bright orange. Mixed with soda water and the white Italian wine called Prosecco, Aperol becomes the main ingredient and colour of a ’spritz’.
Spritz culture originated in Italy and Greece in the early 20th Century as a light liqueur alternative. So between 6 and 9pm, these drinks appear on tables in warm, relaxed and often exotic locations around the World.
Like anything when top of mind, I began seeing Aperol everywhere. Restaurants, cafes, orange deck chairs, small Aperol crates and Aperol tables…
Returning home to reality, I began seeing the brand in the local bars around my home.
This orange drink has a kind of perfect storm type of self marketing. It’s got a viral element to it.
Because the really cool thing is those who drink it like to show others they’re drinking it.
It’s bright orange! Aperol is made for social media. It’s made for Instagram. It’s an enviable product design in so many ways and has the 4 main ingredients of a viral product:
It has an emotional impact on the user. The product’s taste and colour are associated with good times, holidays and romance. Emotions that are revived afterward by association.
It has a real value for the user as simply an enjoyable alcoholic drink. An acquired taste and inebriation are what the money’s paying for.
The user’s perceived status is momentarily elevated to that of the rich and famous. A hundred year southern European history of the spritz culture gives this product a high Social currency for anyone drinking it and so becomes an Instagram post.
Visibility & Recognition
And Aperol has a naturally high visibility online and in the real world. Marketing campaigns tie in the distinctive orange colour with the Aperol name to reinforce recognition across social platforms, cafes, restaurants and bars.
And, possibly by design, it is made for social media. Bars, restaurants and cafes were the platforms for social media a hundred years ago.