Campari partners with Alan Cumming and 'The Traitors' for Negroni Week

Campari, the Italian spirits producer, is launching a new social and digital marketing campaign titled "Stay Bitter," which connects the popular reality competition show "The Traitors" with its host, Alan Cumming. The campaign coincides with Campari's annual Negroni Week, a 14-year tradition celebrating the classic cocktail, running from September 21-27.

The "Stay Bitter" campaign features Cumming and will run across platforms including Instagram, Facebook, YouTube, and Pinterest. This collaboration capitalizes on the recent success of "The Traitors," which garnered seven Emmy Award wins and a three-season renewal on Peacock. Negroni Week, originally conceptualized by Imbibe Magazine, typically involves thousands of bars and restaurants.

Campari aims with this campaign to reach a broader consumer base, particularly younger drinkers drawn to lower-alcohol aperitifs for daytime consumption. The company notes that drinks like Campari and Aperol have gained popularity among Gen Z and millennial consumers. Campari reported U.S. sales grew by 1.8% year-over-year, outpacing a 4% decline in the overall industry volume.

While Campari's Negroni Week marketing has historically focused on the hospitality sector, the brand has increasingly prioritized consumer-facing campaigns in recent years. The "Stay Bitter" campaign includes eight other creative personalities, referencing a 1978 Campari print advertisement. The company is also expanding its portfolio with new offerings like Sarti and non-alcoholic Crodino to cater to diverse taste preferences and attract a wider audience.