John Ayling to relaunch Campari with media blitz

First Drinks Brands is preparing to relaunch Campari with an ’innovative’ media blitz through John Ayling & Associates. The agency was reluctant to divulge details about the campaign, which will begin in the spring.

First Drinks Brands is preparing to relaunch Campari with an

’innovative’ media blitz through John Ayling & Associates. The agency

was reluctant to divulge details about the campaign, which will begin in

the spring.



However, media director Edward Kurk said First Drinks Brands, which

distributes and markets Campari in the UK, had set ’challenging

objectives’ in the hope of getting the Italian aperitif noticed next

year.



Kurk will run the business along with group manager Richard Kok and

media executive Cordelia Muir. The client is Lisa Whalley, group brand

manager at First Drinks Brands.



John Ayling & Asscociates handles planning and buying for First Drinks

Brands’ Amarula Cream, which it took on three years ago.



The spring relaunch will be the fourth in a decade. The brand, owned by

Monaco-based Campari International, received marketing backing in 1990,

1993 and 1998.



First Drinks Brands spent pounds 3 million on the last media drive using

TV in a bid to reposition Campari as an upmarket drink for men aged

25-45.



Campari was popular in the 70s, when it was promoted by the Cockney

model and comedienne Lorraine Chase, but now only 35,000 cases of

Campari are sold each year.



’We’ve been impressed by what John Ayling & Associates has achieved on

Amarula Cream and so we asked them to look at Campari,’ said Whalley.



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