Neatly mixed Campari
Guye Benker promotes a premix drink from the aperitif manufacturer
Guye Benker promotes aperitif maker's premix drinkBy Ernst Weber Campari Switzerland launches its alcoholic drink Campari Mixx with an aesthetically clean campaign by Guye Benker (GB), Zurich. The target group in the booming alcopops market is nocturnal, adult lounge and bar goers.
Alcopops, as the mixed drinks made from spirits and fruit juices are called, are a big hit in the beverage market: within two years, from the beginning of 2000 to the end of 2001, consumption rose from 1.7 million to 28 million bottles. Alcopops now account for four percent of the spirits market, according to the latest statistics from the Swiss Alcohol Board (SAB).
The end of the boom is far from in sight. Dieter Tosoni, head of trade and advertising coordination at the SAB, estimates that 35 to 40 million 2.75 deciliter bottles of alcopops will be consumed this year, either over the counter or at discos and other trendy venues.
The relatively low-alcohol drinks (Bacardi Breezer, for example, has 5.6, Campari Mixx 6.5 percent alcohol) are drunk mainly by teenagers and young adults - but there is a lack of studies on the alcopops consumption behavior of Swiss young people.
In order to be able to compete in this lucrative business, the Monaco-based spirits producer Campari International is therefore planning to launch the premix drink Campari Mixx globally. In Japan, it has already been consumed for three years under the name Spumoni - and is already an integral part of hot party nights there, as Chris Nietlispach, General Manager Campari Switzerland, explains.
Campari Mixx is launched in Switzerland - after Italy the second European country where the trendy drink is launched - with an appearance by Guye Benker. The graphic ties in with Campari's tradition of portraying the brand's identity through aesthetically high quality advertising.
Positioning bypasses ban on alcohol for teenagers
Christophe Guye is aware of concerns that Campari Mixx could tempt those under 18 to abuse alcohol - because the SAB has counted alcopops as spirits since February 1, 1997, thus banning advertising that is specifically aimed at young people under 18.
The mixed drink (Campari, grapefruit, soda) is sweeter than the classic Campari Bitter, but still bitter enough not to appeal to young people. Research has shown that bitter drinks are only appreciated by people over 25, explains agency owner Guye.
The advertising implementation circumvents this problem by positioning the product with an older target audience in mind as a drink to be consumed at night when all under-18s are (supposed to be) long asleep: To the viewer of the advertisements and posters, the characteristic features of the packaging - they were adopted from Japan - light the way to the product like a light in the night.
Alcopops, as the mixed drinks made from spirits and fruit juices are called, are a big hit in the beverage market: within two years, from the beginning of 2000 to the end of 2001, consumption rose from 1.7 million to 28 million bottles. Alcopops now account for four percent of the spirits market, according to the latest statistics from the Swiss Alcohol Board (SAB).
The end of the boom is far from in sight. Dieter Tosoni, head of trade and advertising coordination at the SAB, estimates that 35 to 40 million 2.75 deciliter bottles of alcopops will be consumed this year, either over the counter or at discos and other trendy venues.
The relatively low-alcohol drinks (Bacardi Breezer, for example, has 5.6, Campari Mixx 6.5 percent alcohol) are drunk mainly by teenagers and young adults - but there is a lack of studies on the alcopops consumption behavior of Swiss young people.
In order to be able to compete in this lucrative business, the Monaco-based spirits producer Campari International is therefore planning to launch the premix drink Campari Mixx globally. In Japan, it has already been consumed for three years under the name Spumoni - and is already an integral part of hot party nights there, as Chris Nietlispach, General Manager Campari Switzerland, explains.
Campari Mixx is launched in Switzerland - after Italy the second European country where the trendy drink is launched - with an appearance by Guye Benker. The graphic ties in with Campari's tradition of portraying the brand's identity through aesthetically high quality advertising.
Positioning bypasses ban on alcohol for teenagers
Christophe Guye is aware of concerns that Campari Mixx could tempt those under 18 to abuse alcohol - because the SAB has counted alcopops as spirits since February 1, 1997, thus banning advertising that is specifically aimed at young people under 18.
The mixed drink (Campari, grapefruit, soda) is sweeter than the classic Campari Bitter, but still bitter enough not to appeal to young people. Research has shown that bitter drinks are only appreciated by people over 25, explains agency owner Guye.
The advertising implementation circumvents this problem by positioning the product with an older target audience in mind as a drink to be consumed at night when all under-18s are (supposed to be) long asleep: To the viewer of the advertisements and posters, the characteristic features of the packaging - they were adopted from Japan - light the way to the product like a light in the night.
