Campari, the famed liqueur, believes that "every cocktail tells a story," and the brand is taking that tenet literally with its 'Campari Red Diaries' campaign. The project is a journey through 12 short stories that chronicle the journeys of 14 different bartenders from around the world.
The marquis film in the 'Campari Red Diaries' series is called 'Killer in Red.' It was written by Italian screenwriter and director Paolo Sorrentino and stars Academy Award-nominated actor Clive Owen. The noir short film was inspired by the cocktail of the same name, and will be released on Campari's official YouTube page along with the 11 other stories in the series.
The full unveiling of the film and campaign will happen on January 24th, 2017.
Branded Cocktail Campaigns
'Campari Red Diaries' Contains 12 Stories and Features Clive Owen
Trend Themes
1. Experience-driven Campaigns - Branding campaigns that takes its audience on a journey, telling a story, and allowing them to immerse themselves in the story, are likely to drive customer engagement, loyalty and increase brand impressions.
2. Branded Entertainment Campaigns - Marketers are leveraging cutting-edge digital content creation to create impressive branded campaigns that connect the audience emotionally, express their message through stories all while promoting their brand and solidifying its position in the market.
3. Storytelling Campaigns - Brands are using stories as a tool to target and attract consumers to experience their products while building an attachment with the brand that ultimately drives conversions and strengthens customer loyalty.
Industry Implications
1. Food and Beverage Industry - The food and beverage industry can leverage branded storytelling campaigns to educate consumers about their products and create memorable experiences to drive brand loyalty and awareness.
2. Entertainment Industry - The entertainment industry can leverage branded storytelling campaigns to create content that is not only informative but also entertaining, connecting their audience emotionally and driving brand impressions.
3. Hospitality Industry - The hospitality industry can leverage branded storytelling campaigns to create an immersive experience for guests, showcase their premium cocktails and create an emotional connection with the brand that drives customer retention and advocacy.