During the holiday season, the U.S. market plays a significant role for Campari, accounting for 28% of its revenue. This year, the alcohol marketer is implementing a diverse holiday marketing strategy that includes its signature product Campari, Skyy Vodka, Wild Turkey, Grand Marnier, and Espolòn. Tactics such as leveraging TikTok, AI chatbots, custom branded websites, and key partnerships are being utilized to enhance the consumer experience.
Campari’s holiday plans are guided by the customer experience, focusing on partnerships, positioning around “moments to enjoy,” new product innovations, and limited-time offerings. Andrea Sengara, vice president of marketing for Campari America, emphasizes the importance of adapting to market trends and shaping the consumer experience for 2024 and beyond.
The holiday experience
Over half of consumers find holiday advertising stressful, so Campari is aiming to streamline the online shopping experience and increase brand visibility on platforms like UberEats and Instacart. The use of AI chatbots is also enhancing customer engagement and efficiency, providing personalized experiences to users.
Campari’s comprehensive approach includes partnerships, engaging experiences, social promotions, and in-store programming to drive consumer engagement and brand sales during the holiday season.
Memorable interactions
Partnerships are crucial for Campari during the holiday season, with brands like Courvoisier and Grand Marnier collaborating on events to increase visibility. The focus on “moments to enjoy” helps keep seasonal products relevant, such as Aperol Spritz, by targeting specific consumer groups like the ski community.
Product innovation is also a key driver for Campari, with brands like Wild Turkey releasing new products to cater to consumer preferences. By creating memorable interactions and fostering brand loyalty, Campari aims to make a lasting impact on consumers.