Mindshare Ireland has rolled out a new Halloween-themed campaign for Aperol, the Campari-owned drink that is more synonymous with Summer than any other time of the year.
“From a Campari perspective Halloween isn’t an occasion that Aperol is currently associated with. However, Ireland is an important market for them and when Mindshare pitched this idea they were very happy to get onboard with this key cultural occasion and continue their work to resonate with the Irish consumer,” says Mindshare.
“Extending the brand presence outside of Summer occasions has been a challenge to date. With the creation of the innovative Halloween campaign, this really drives brand relevance beyond the Summer and in a culturally relevant moment,” says Jane Ahlstrom, client director.
Amar Jacob, social & content development director adds: “Being able to drive cultural relevance of an iconic legacy brand like Aperol with Halloween in Ireland is a huge step in the right direction when it comes to balancing out global and local comms.”
“Ensuring that we maintained the premium look and feel of Aperol to the production while introducing the aesthetics and artistic elements to emulate a retro horror movie was the idea behind this concept,” says Emma Morris, creative director, Mindshare Ireland.
Client: Campari Group
Business Director: Tara Moran
Client Director: Jane Ahlstrom
Creative Director: Emma Morris
Social & Content Development Director: Amar Jacob
Client Services Director: Nessa Van Rooyen
Graphic Designer: Kevin Sheedy
Social Manager: Sophie Sainsbury
Paid Executive: Aditi Sharma