Now at home – Campari Italy 2013 | Clapboard Ad Archive

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Now at home - Campari | Clapboard Ad Archive

Campari’s Now at home campaign, developed by Havas and launched in Italy in 2013, puts a contemporary spin on brand heritage by introducing the Campari Orange Passion cocktail in a ready-to-serve bottled format, marking a strategic evolution in the alcoholic drinks market category. As Italian consumers began embracing premium, at-home experiences in the early 2010s, Campari recognized a pivotal opportunity to make its signature cocktail accessible beyond the bar, underscoring both convenience and taste as core value drivers. The campaign’s Film-led approach leaves behind narrative embellishments in favor of a crisp, demonstration-first lens, embodying what Clapboard’s taxonomy would classify as FORMAT#1—Demonstration, where the ad directly showcases how the product works and what immediate benefit it delivers to the consumer. Through this, Campari asserts that sophisticated drinking rituals are no longer exclusive to skilled bartenders or high-end venues; instead, the Campari Orange Passion can now be enjoyed in the intimacy of one’s living room, simplifying indulgence for a broadening audience. Entirely Italian in language and sensibility, Now at home leverages local cues to reinforce authenticity, connecting the shift in product experience to the rhythms of Italian daily life and aligning Campari with trends in convenience-led premiumization. The campaign zeroes in on usability—pouring, serving, savoring—making the value proposition as tangible as possible for its audience while staying rigorously on-brand with Campari’s legacy of vibrant aperitivo culture. Havas’s deliberate choice to eschew celebrity endorsement, symbolic devices, or overt competitive framing gives the work a quiet authority, letting the product’s shift in delivery method take center stage and minimizing consumer resistance to change. In an industry often driven by narrative spectacle, Campari and Havas instead spotlight the power of direct demonstration, bridging tradition and innovation in a single, elegant commercial move. The campaign earns 57/100 in Clapboard’s global creative archive. As consumer desire for elevated yet effortless at-home occasions continues to redefine premium spirits, Now at home stands as a signal to the industry that product format innovation can revitalize iconic brands without diluting their core appeal.

Credits

Client

Campari

Agency

Havas

Creative Director

Erick Loi, Dario Villa

Art Director

Erick Loi

Copywriter

Dario Villa

Director

Alberto Colombo

Cinematographer

Alessandro Pavoni

Production House

Filmmaster

Category Mind Map

48%

The “Now at home” campaign for Campari, launched in Italy in 2013 by Havas, centers on bringing the experience of the Campari Orange Passion cocktail into the domestic setting. The brand proposition emphasizes convenience without compromising on the lifestyle appeal and sophistication associated with Campari. By offering a ready-to-serve bottled version of a signature cocktail, the campaign communicates a promise of accessible indulgence, allowing consumers to enjoy a premium drinking experience within the comfort of their own home. Strategically, the campaign targets consumers who seek moments of refined leisure beyond traditional social venues. The insight leverages evolving drinking habits where occasions at home increasingly replace outings to bars or restaurants, reflecting a lifestyle shift toward casual yet stylish consumption. The creative execution underscores this by focusing on the product’s ease of use and its alignment with everyday sophistication, thereby extending Campari’s relevance from nightlife to private settings. By positioning the bottled cocktail as a seamless way to replicate the ambiance of a professional mixology experience at home, the campaign appeals to adults who value both quality and convenience in their alcohol choices. This approach not only reinforces Campari’s association with contemporary lifestyle trends but also aims to capture a segment seeking premium ready-to-drink options in the growing at-home consumption market.

FORMAT#1 DEMONSTRATION — Directly shows how a product works and highlights its benefits. The campaign titled "Now at home" and subtitled "Campari Orange Passion... @home" heavily emphasizes the availability of the Campari Orange Passion cocktail now conveniently bottled for home consumption. The description, "Il Campari Orange Passion Cocktail ora in bottiglia," explicitly states this key upgrade. This framing spotlights the product’s practical benefit: enabling a professional-quality cocktail experience at home without bar skills or preparation hassle. There is no mention of narrative, celebrity, symbolic or competitive cues; instead, the metadata and titling suggest the ad demonstrates this new at-home offering—clearly aligning with the Demonstration format, which directly highlights how a new feature works and its immediate consumer benefits. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Aperol – Market Positioning Aperol positions itself as a vibrant, approachable aperitif known for its bright orange color and bittersweet taste, appealing to younger consumers and social occasions. It emphasizes casual, convivial lifestyle moments, often linked with the popular Aperol Spritz cocktail, leveraging Italian heritage with a youthful and refreshing brand image. 2. Martini & Rossi – Market Positioning Martini & Rossi stands as a sophisticated, classic vermouth brand with strong Italian roots, focusing on elegance, tradition, and premium quality. It differentiates through a heritage of refined taste and social sophistication, targeting consumers who appreciate stylish, upscale drinking experiences often tied to cocktails and aperitivo culture. 3. Campari Soda – Market Positioning Campari Soda, a sub-brand of Campari, uniquely positions itself as a convenient, ready-to-drink option with a distinctive vintage bottle design. It emphasizes modern Italian lifestyle and convenience, blending tradition with innovation to attract consumers seeking classic Campari taste in a portable, casual format. 4. Cinzano – Market Positioning Cinzano markets itself as a historic Italian vermouth brand that balances tradition with accessibility. It highlights its diverse product range from dry to sweet vermouths and sparkling wines, appealing to consumers who value authentic Italian flavors alongside versatility in cocktail creation. 5. Aperitivo Select – Market Positioning Select Aperitivo leverages its Venetian origin and premium botanicals to position itself as a sophisticated, artisanal aperitif. It differentiates through a complex flavor profile and a focus on craftsmanship, targeting discerning consumers who seek an authentic, high-quality alternative within the Italian aperitivo segment.

Q: What is Now at home about? A: Now at home is a professional campaign launched in Italy in 2013 for Campari, created by the agency Havas. The campaign centers on the introduction of the Campari Orange Passion cocktail in a ready-to-serve bottled format, making it accessible for home consumption. Using the Film medium, the campaign highlights the ease and enjoyment of savoring a signature Campari cocktail without the need for bar skills or complex preparation. Presented entirely in Italian, Now at home targets local consumers and aligns with contemporary lifestyle trends that prioritize convenience and quality in the alcoholic drinks market. Q: What creative device does Now at home use? A: Now at home employs the Demonstration format, as classified by Clapboard's 12-format taxonomy. This creative technique directly showcases how the new bottled Campari Orange Passion cocktail works and emphasizes its immediate consumer benefits. The campaign avoids narrative or celebrity-driven storytelling, instead focusing on a clear, practical demonstration of the product’s key feature: enabling a professional-quality cocktail experience at home. By visually highlighting the ease of use, the campaign effectively communicates the value proposition to consumers seeking convenience without sacrificing sophistication. Q: What is the campaign proposition for Now at home? A: The campaign proposition for Now at home positions Campari as a brand that brings premium drinking experiences into the domestic sphere. By offering the Campari Orange Passion cocktail in a bottled, ready-to-serve format, the campaign appeals to adults who desire refined leisure at home rather than in traditional social venues. This strategic move responds to evolving consumer habits, where at-home occasions are increasingly replacing outings. The proposition emphasizes accessible indulgence, aligning Campari with modern lifestyle trends and reinforcing its relevance among consumers who value both quality and convenience in their alcohol choices. Q: How does Now at home rank in Clapboard's archive? A: Now at home holds a Clapboard Campaign Score of 57/100 in Clapboard's global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the context of the Alcoholic Drinks industry and the Italian market. Q: Who are the competitors in Campari's category? A: In the Food & Drink market, Campari faces competition from several key brands. Aperol is positioned as a vibrant, approachable aperitif appealing to younger consumers and social occasions, while Martini & Rossi emphasizes sophistication and Italian heritage with a focus on premium vermouth. Campari Soda offers a convenient, ready-to-drink format that blends tradition with modernity, and Cinzano balances historic authenticity with versatility across its range of vermouths and sparkling wines. Select Aperitivo differentiates itself through Venetian origin and artisanal craftsmanship, targeting discerning consumers seeking a high-quality aperitif experience.