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
When COVID shut down tastings, events and face-to-face selling, Pampelle lost the physical experiences it relied on to introduce people to its ruby red grapefruit aperitif.
The challenge was to bring that experience directly into the homes of media and influencers — keeping Pampelle top of mind, educating recipients on how to enjoy it and generating genuine excitement ahead of summer.
This needed to be more than a bottle in a box. The brief was to create a premium, highly photogenic “surprise and delight” experience that captured the feeling of a coastal Mediterranean escape, encouraged social sharing and supported national in-store activity.
Every inclusion needed to serve a purpose: tell the Pampelle story, demonstrate the perfect serve and give recipients everything required to experience “Summertime, Anytime” from home.
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 transformed product sampling into an immersive Mediterranean experience.
The custom-designed pack combined a bottle of Pampelle with a branded glass, premium mixer, reusable straw, bottle opener and fresh grapefruit garnish. Vibrant coastal imagery brought the concept together, turning the moment of opening the box into a complete at-home aperitif ritual.
The campaign generated strong influencer participation and earned coverage across major Australian media outlets including ELLE, news.com.au, Mamamia and Channel 7. It also supported Pampelle’s sales team in strengthening retailer relationships, reinforcing the brand’s value proposition and increasing sales during a period when traditional marketing opportunities were severely restricted.
The work was recognised with a Silver PPAI Award, while Pampelle’s CEO credited the campaign with contributing significantly to the positioning of the business over the following 12 months.
In his words:
“They were our strategic partners during a time when our marketing efforts were severely restricted.“
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