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Marketing campaign report describing promotional activities and sales outcomes of a Campari initiative centered on the Negroni Sbagliato with Prosecco following its viral popularity in 2022.
Year: 2022
Country: United States
Brand: Campari
Product category: Liqueur
Cocktail focus: Negroni Sbagliato with Prosecco
Industry: Alcoholic beverages marketing
Document type: Marketing campaign summary
Organization: Campari Group
Target audience: Social Achiever consumers aged 21+
Campaign channels: Social media, influencer marketing, e-commerce, on-premise and off-premise retail, PR
Key platforms: Instagram, Drizly, Instacart, Cocktail Courier
Campaign period: October–December 2022
Key ingredient highlighted: Campari
Media results: 63 media placements and more than 708 million media impressions
Sales outcome: 28.4% sales growth, exceeding category growth of 15.3%
Sources cited: Drinks International 2022; Nielsen Off Premise Management Report; Drinks International Brands Report 2022–2023
Price: 8 / 10 USD
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