Why Aperol is going bigger than ever in this year's summer activation

Aperol, the Italian aperitif, is planning to attract 5,000 people over 10 days for its biggest ever experience.

The Campari-owned brand has taken over Shoreditch Light Studio with an orange canal that people can row along, a Vespa carousel, a slide, treehouses and a large bar.

Nick Williamson, marketing director at Campari UK, told Campaign: "We want to get cut through and it’s about bringing the brand to life. It’s more than just giving out drinks but about having fun and being spontaneous."

He added that the brand is planning to create an experience to run during winter. "We’re very clear that we are a trying to be a first drink of the evening all year round. There’s a whole culture around Apres bars and winter wonderlands so there may be more of that."

The activation was created and delivered by PR agency Cohn & Wolfe with support from The Persuaders.