Sun | Jan 5, 2025

Caribbean savours Campari’s ‘Respect the Bitter’ campaign

Published:Wednesday | October 11, 2023 | 12:06 AM
The Campari team at the launch of Campari Respect the Bitter 2022. From left: Brand Public Relations and Communications Manager, Dominic Bell; Ashley Hinds; Event Execution Analyst, Tesfaye Brown; Assistant Brand Manager Domestic & Export Sheldon Whyte; P
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The Campari team at the launch of Campari Respect the Bitter 2022. From left: Brand Public Relations and Communications Manager, Dominic Bell; Ashley Hinds; Event Execution Analyst, Tesfaye Brown; Assistant Brand Manager Domestic & Export Sheldon Whyte; PR & Digital Manager, Candiese Leveridge; Marketing Director, Pietro Gramegn; Public Affairs and Government Relations Specialist, Samara South; and Marketing Manager, Pavel Smith.

Following the success of the ‘Respect The Bitter’ campaign in Jamaica, Campari has decided to expand the campaign to share experiences and cocktail mixes with the wider region. Launched in 2022, the brand is celebrates the anniversary of the campaign by engaging consumers in Trinidad, St Lucia, Grenada, Suriname, St Vincent, and The Bahamas.

This campaign is a strategic move to strengthen the brand’s relationship with its consumers in the aforementioned markets, a press release stated. In doing this, the brand will reintroduce two distinct Campari mixes for consumers to enjoy and easily prepare.

Additionally, this campaign entails a Christmas promotion within the six named markets, where customers can purchase bottles of Campari for a chance to win a trip to Jamaica Carnival 2024, and weekly cash prizes and surprises.

There will be eight weeks of roadshows where Campari brand representatives will engage with loyal consumers on the street level.

Brand Manager of J Wray & Nephew, Mark Telfer, explained that the campaign presented an opportunity to connect with customers.

“We’ve recognised the growth of Campari within the region, and so it was only fitting to bring this campaign to our supporters in the wider Caribbean.”

For this year’s campaign, the brand is promoting the Campari-Orange and Campari-Pineapple mixes.

Telfer continued, “We want consumers to love and enjoy the immaculate taste that is Campari. These two mixes that we’re sharing are suitable for any occasion and will definitely add some spice to all the celebrations of the upcoming festive season.”