To elevate the concept of homemade classic cocktails with Campari’s spirits, we helped Campari bring to life the first international pop-up experience in Argentina, replicating New York’s famous bar, Dante. The bar’s owner, renowned bartender Naren Young, served his signature cocktails making the experience all-the-more unique for attendees, garnering great interest across social and traditional media. This initiative was just recognized with a Latin America PR Excellence Award as Best Experiential Marketing Campaign of the Year.
“We are very happy to have won this award. We brought to life this campaign after only a week of winning Campari as our client. It was truly a result of teamwork –both internally and with the help of the client team. It was an idea that was born in the heart of Campari and without their vision and direction, we would have not been able to make it happen. This recognition demonstrates our commitment and passion to put our best work forward every single day. Thank you to everyone who voted for us, but more importantly, a big thank you to Campari for trusting our team. This is just the beginning!” said Majo Pandullo, General Manager, Hill+Knowlton Strategies Argentina.
How we brought it to life
Everyone loves a classic homemade cocktail. For this campaign, Campari brought back this ever-popular concept, with the iconic Italian cocktail Negroni, made of one-part gin, one-part vermouth rosso, and one-part Campari, garnished with orange peel. Given that Campari is an irreplaceable ingredient, Negroni was front-and-center of Campari’s global creative campaign “Without Campari, there is no Negroni.”
After identifying the Dante bar in New York and its managing partner, bartender and mixologist Naren Young, a renowned figure in the cocktail industry, known as a “Negroni Geek,” we created a one-of-a-kind experience, bringing New York City to Argentina through the country’s first-ever international pop-up. We replicated the Dante bar across Buenos Aires, Cordoba and Rosario cities (the largest in Argentina) and brought Naren Young to mix and serve his signature cocktail menu using Campari as the main ingredient.
The pop-up lasted 7 days. Famous local bartenders joined Young every night, including Campari brand ambassador Pipi Yalour. In each city, Naren taught a master class for local bartenders. Celebrities, influencers and reporters were invited to take part in the experience. Exclusive interviews with top-tier media outlets and Young were conducted.
Notable celebrities and influencers attended at no cost– 60 guests in total, including journalists and reporters. This generated a significant wave of organic social coverage, with Campari at the forefront: 47 Instagram stories, reaching 24,000 people directly and totaling approximately $21,400 USD in ad value.
The campaign garnered 30+ placements across national and local media outlets and trade publications, including a video of the famous bartender preparing his signature cocktails in the top-tier publication Clarín. Results totaled over 32.4 million impressions and $227,400 USD in ad value.