Campari Whiskey Portfolio Concepting
Navigating the whiskey section at your local grocery store or even specialty liquor store, can be overwhelming - especially for the novice consumer. Campari Group wanted to change that. So, I created unique ways to help consumers better understand the differences between Campari’s portfolio of whiskey offerings so they could more easily find their perfect bottle.
Meet Campari’s Cast of Characters
Theme 1: Archetypes
Every successful story, whether a novel, play, sitcom or blockbuster film, features specific archetypes – characters with universally recognizable traits that move the plot forward.
We’re going to introduce consumers to Campari's Cast of Characters by assigning unique, identifiable archetypes to each SKU that help bring it to life. Because, just like people, whiskeys have distinct characteristics that are expressed through their flavor notes and drink preparation.
For shoppers, these archetypes will make finding their next whiskey as easy as choosing the SKU that most closely aligns with who they are – or who they aspire to be.
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Explore Campari’s Whiskey Wonders
Theme 2: Discovery
Getting there is half the fun. And when that journey leads consumers to discover their favorite whiskeys, oh what fun it is!
We’re going to invite consumers to come on a journey with us and Explore Campari's Whiskey Wonders. We'll educate them on the differences among the SKUs, from flavor notes to perfect serves, and even recommend occasions and/or experiences that are best-suited for each SKU.
Whether they're new to whiskey, or consider themselves connoisseurs, there's always something for shoppers to discover and share. We'll inspire them to satisfy their curiosity by trying all the different Campari Whiskey SKUs.
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Your Campari Whiskey Mood
Theme 3: Moods
When you step up to the bar, you’ll likely hear “What are you in the mood for?” Because there’s a beverage for every mood, and your choice can even help set the mood. (Whiskey shots set a very different tone than Whiskey neat.)
We’ll group whiskeys within the Campari family together by primary flavor notes as a mechanism to convey the moods they best serve/help elicit. And suggest the perfect occasions for enjoying each, depending on the kind of vibe you’re going for.
This will make it easier for shoppers to choose the perfect whiskey to complement their mood or drinking occasion.
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