CAMPARI
taste of the cocktail
the challenge
TALES OF THE COCKTAIL IS WHERE THE GLOBAL BAR WORLD SHOWS UP TO BE SEEN. EVERY BRAND IS VYING FOR A SEAT AT THE TABLE, A SIP IN THE GLASS, A STORY WORTH RETELLING. CAMPARI AMERICA NEEDED MORE THAN PRESENCE—THEY NEEDED IMPACT. THE BRIEF: CREATE PROGRAMMING THAT DIDN’T JUST SAMPLE COCKTAILS BUT SHIFTED PERCEPTION, BUILT EQUITY, AND DEEPENED RELATIONSHIPS WITH CAMPARI AMERICA’S BRANDS THROUGH BUZZ-WORTHY, MEMORABLE, AND DEEPLY IMMERSIVE EXPERIENCES.
the SOLUTION
SOHO DESIGNED A BRAND JOURNEY THAT UNFOLDED ACROSS THE ENTIRE FESTIVAL WEEK. IT BEGAN WITH AN INTIMATE CAP DINNER AT BRENNAN’S, WHERE 70 TRADE LEADERS WERE WELCOMED WITH A COURVOISIER-LED DINING EXPERIENCE THAT HONORED THE CRAFT AND SET THE TONE FOR WHAT WAS TO COME. FROM THERE, THE ENERGY SHIFTED INTO HIGH GEAR WITH ODE TO THE BOWL—A LATE-NIGHT TAKEOVER THAT DREW 1,600 GUESTS INTO A SNOW-DUSTED WONDERLAND IN THE MIDDLE OF JULY, COMPLETE WITH COCKTAILS, COMPETITION, AND CAMPARI’S BRANDS AT THE CENTER OF THE ACTION.
THE DEBUT OF MEET ME AT CAMPARI WAS A DAYTIME PORTFOLIO TAKEOVER OF LATROBE’S ON ROYAL. NINE CAMPARI BRANDS CAME TO LIFE THROUGH GUEST BARTENDERS, INTERACTIVE ACTIVATIONS, AND UNEXPECTED TOUCHPOINTS THAT TURNED THE VENUE INTO A BUZZING SOCIAL CLUB. FINALLY, THE CAMPARI ACADEMY HOSPITALITY SUITE OFFERED A MOMENT OF RESPIRE AND CONNECTION, WHERE VIPS WERE TREATED TO CURATED SWAG, CANNED COCKTAILS, AND ONE-ON-ONE MOMENTS WITH BRAND AMBASSADORS.
EACH ACTIVATION BUILT ON THE LAST, CREATING A LAYERED EXPERIENCE THAT COMBINED SCALE WITH INTIMACY, SPECTACLE WITH BELONGING, AND PORTFOLIO STORYTELLING WITH PERSONAL CONNECTION.
