John Ayling and Associates wins Campari media task

First Drinks Brands has handed the UK media planning and buying for the Italian aperitif, Campari, to John Ayling and Associates ahead of the launch of a new advertising campaign to be unveiled in the spring.

First Drinks Brands has handed the UK media planning and buying for

the Italian aperitif, Campari, to John Ayling and Associates ahead of

the launch of a new advertising campaign to be unveiled in the

spring.



The win is the second assignment handed to John Ayling by First Drinks

Brands following the agency’s appointment to work on Amarula Cream

Liqueur three years ago. The Campari account was previously held by

Universal McCann. The creative task is handled by Grey Advertising.



Lisa Whalley, group brand manager for First Drinks Brands, said: ’We’ve

been impressed with what John Ayling achieved on Amarula Cream and so we

asked them to have a look at Campari.



’They showed a thorough understanding of the Campari brand and

demonstrated excellent strategic thinking that will help to achieve our

ambitions. We have set challenging objectives for Campari next

year.’



Campari, which is owned by Monaco-based Campari International but

marketed in the UK by First Drinks Brands, currently only sells around

35,000 cases a year.



It has struggled to stem a steady sales decline since the brand’s heyday

in the late 70s when it was immortalised in the minds of UK consumers by

advertising featuring Lorraine Chase and the famous line, ’Nah, Luton

Airport’.



The brand has subsequently attempted relaunches in 1990, 1993 and most

recently in 1998 when a pounds 3 million campaign attempted to

reposition the brand as upmarket drink targeted at men aged 25 to 45 who

would not be put off by the brand’s bitter taste.



The TV commercial featured a thief who got his comeuppance when he stole

an expensive jacket and then wore it to a club owned by his victim. The

endline was: ’Mix bitterness with pleasure.’



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