New Campaign to Give ‘Campari’ More Visibility

31 Dec 2012

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Campari wine

By Raheem Akingbolu

In line with its recent marketing campaign to deepen the Campari brand equity and share of voice in the Nigerian market, a new television commercial titled ‘Unstoppable’ has been launched to further connect Nigerian market .

The new TVC was said to have perfectly blended the stimulating and sensual essence of the iconic beverage with the optimistic nature of the national character to create something that feels uniquely Nigerian.

According to a source from the ad agency that conceptualised the TVC, ‘Unstoppable’ offers a glimpse into the life of an inspiring and charismatic Nigerian man played by David Gyasi, star of the movie ‘The Cloud Atlas’.

“As we follow him through his work day and into the evening, he is seen enjoying the product with friends before meeting an elegant and sensual woman, and a fellow Campari drinker, at a bar. The scene ends with the stylish and refined couple striding forward, leaving the viewer with a sense of intrigue and anticipation at things to come,” he said.

Explaining the rationale behind the new creative work for the brand to our reporter, Marketing Director, Campari International, Richard Black, who also oversaw the creation of the new campaign said, “We wanted to reflect the hope and positivity which characterise the Nigerian consumers, whilst staying true to the vibrancy and elegance of the world’s best-known aperitif. The Italian passion of the brand and the optimism of Nigerians are natural partners, which we combined to create a sense of anticipation of things to come and a belief that anything is possible”.

Creative Director at Saatchi & Saatchi Cape Town, Gavin Whitfield, who was the initiator of the master-piece also stated that, “Nigeria has a diverse ethnic and cultural mix which makes the country a very complex one in terms of communication.

“We coupled our 15-year track record of creating communication for Nigeria altogether with in-depth research to ensure that we truly reflected the needs of our consumers and could offer them a story that they could identify with, and the resulting campaign reflects our findings – a young and outgoing population with an unshakeable optimism that is distinctively Nigerian,” he stated.

Tags: Nigeria, Featured, Business, Campari wine

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