Getting Pampelle's aperitif into the right hands.
A Silver PPAI award-winning influencer sampling campaign that cut through a pandemic-constrained market.
The Brief
Pampelle's in-person marketing was shut down by COVID. Get the product into media and influencer hands — with no face-to-face contact.
Pampelle’s ruby red grapefruit aperitif was built for summer — but the pandemic had killed the brand’s ability to reach its audience through traditional channels. The brief: create a ‘surprise and delight’ mailer that could drive top-of-mind awareness with media and influencers while supporting in-store activation across national retailers.
The Results
Arid Zone designed a sampling pack that transported recipients to a coastal Mediterranean scene: branded glass, mixer, straw, bottle opener, grapefruit garnish and the Pampelle bottle — all in immersive packaging. Media coverage landed in Elle, news.com.au, Mamma Mia and Channel 7. Influencer uptake was strong. The campaign won a Silver PPAI Award. According to Pampelle’s CEO: ‘It contributed significantly to the positioning of our business over the past 12 months.’
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