Packaging the taste of summer with Spritz Apérol

Spritz Apérol is the taste of summer and this past summer the Campari Group chose to re-launch the famous Italian cocktail from the XIXth century. The drink seduces thanks to its bittersweet flavour, its intense red Campari and sweet orange. DS Smith was asked to design and produce corrugated board boxes in lively colours that celebrate the spirit of summer in 4 different sizes.

Challenge

Design a pack to protect a kit including a bottle and glasses but that still celebrates the spirit and carefree enjoyment of summer.

Our Approach

We began with an EB flute to insure their optimal protection during transportation. It is also great for printing so the liveliness of the colours really reinforced the character of the Apérol and Campari brands. Then we used offset printing to get the right look and thanks to flexibility of our manufacturing it was a simple matter to create all four sizes plus an additional pack for a single Apérol glass to be used as a sales promotional device: for each bottle purchased a glass is given to the customer. Ensuring the glass was looked desirable and was undamaged was key.

Results

• More sales thanks to high quality and highly visible packaging
• Brand reinforcement with a look and feel that echoes the reputational promise of the brand
• Risk managed as the EB flute ensured that damage was minimised