How Campari is using their 2016 calendar with Kate Hudson to generate buzz
It isn’t very often that the release of a calendar generates excitement and buzz. Most people would be unable to name an annual calendar off-hand. One of the world’s most famous is the Pirelli calendar, published by the eponymous tire company. Another Milan-based company (Milan must be the calendar world capital) is Campari, the iconic Italian liqueur, which just released its own annual calendar.
The Campari brand is a staple in both Italy and around the world. For those who have traveled to Italy, you likely saw it in store windows across the country, in their seemingly nondescript, yet classic bottle. The recipe originated in the quaint northern Italian city of Novara in 1860, and remains a secret and stubbornly unchanged. Today, Campari liqueur is a part of some of the most well-known drink concoctions in the world. And in addition to its marquee product, its calendar release has become an annual event.
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The new calendar features the ageless Kate Hudson, who arrived at the calendar’s launch party that Found Remote attended in a stunning red dress, which mirrors the magazine’s cover of Hudson. The theme of this year’s calendar is BitterSweet, which portrays Hudson embodying two opposing political candidates, bitter and sweet, in an effort to highlight the duality of the famous Campari liqueur. Unfortunately for most of us, only an exclusive club receives the calendar each year. You can certainly look at many of the pictures online, but this year, only 9,999 copies will be selectively distributed. Hopefully, one day we’ll all get on the list.
Campari has already been able to generate a lot of buzz online proving that brands need to create unique and big events that aren't just a television commerical during the superbowl.