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
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
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
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.