Aperol Brand Manual 2022 Refresh

Aperol Centenario (page 11)
THE
ORANGE
BOOK
BRAND IDENTITY (page 37)
Global Campaign (page 64)

Welcome to the official
Aperol Brand Manual.
Here outlined are the rules and specifications
concerning Aperol and Aperol Spritz visual identity.
This is intended to be a working tool which enables
a more consistent and coherent application
of the brand elements.
WELCOME
JOYFUL
OUR CONVIVIAL
BRAND
WELCOMING
UNIQUE
NTRODUCTIO
OUR BRAND
Aperol is the perfect aperitif. Bright orange in color,
it has a unique bittersweet taste deriving from a secret
BRAND POSITIONING
OUR BRAND recipe that has remained unchanged since its creation.
PRODUCT INFORMATION An infusion of precious primary components, many
BRAND POSITIONING
herbs and roots in a perfectly balanced combination.
BRAND IDENTITY
PRODUCT INFORMATION From 1919 until today the popularity of Aperol
GLOBAL CAMPAIGN
BRAND IDENTITY
has grown continuously thanks to its fresh and unique
PACKAGING taste and its low alcohol content.
GLOBAL CAMPAIGN
SOCIAL MEDIA GUIDELINES
PACKAGING
PR TOOLKIT
Q&A
PR TOOLKIT
GRUPPO CAMPARI CODE ON
APEROL CENTENARIO
COMMERCIAL CAPABILITIES
Q&A INFORMATION
CSR

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TO INDEX 5
OUR BRAND
APEROL
AND APEROL SPRITZ
BRAND POSITIONING
PRODUCT INFORMATION
BRAND IDENTITY
GLOBAL CAMPAIGN
PACKAGING
PR TOOLKIT
Q&A

CSR INFORMATION
Aperol is not just a drink, it’s a sign.
Aperol is a Global Icon known worldwide
that naturally connect people.
Aperol Spritz, its signature drink,
is lively in evoking the Italian lifestyle.
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OUR BRAND
BRAND POSITIONING
FROM LOCAL RITUAL

OUR BRAND
PRODUCT INFORMATION
BRAND POSITIONING
BRAND IDENTITY
TO GLOBAL PHENOMENON
PRODUCT INFORMATION
GLOBAL CAMPAIGN
BRAND IDENTITY
PACKAGING
GLOBAL CAMPAIGN
PACKAGING
PR TOOLKIT It can be said that Aperol is the perfect result of seven years’ hard work, experimentation and dedication
from the Barbieri brothers, Luigi and Silvio, who inherited a liqueur company from their father, Giuseppe, in 1912.
Q&A
PR TOOLKIT
APEROL CENTENARIO
Q&A INFORMATION
CSR

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TO INDEX 7
1919 1920
THE
OUR BRAND
BRAND POSITIONING
PRODUCT INFORMATION
BRAND IDENTITY
BIRTH
GLOBAL CAMPAIGN
PACKAGING
PR TOOLKIT
OF
Q&A
Aperol was launched in 1919
GRUPPO CAMPARI CODE ON at the Padua International Fair.
COMMERCIAL CAPABILITIES Created by the Barbieri brothers,
Aperol soon became one of the
CSR INFORMATION
Italians’ favorite aperitif. It was
AN
Silvio Barbieri who coined the
name ‘Aperol’, having taken
inspiration from the French term
for apéritif, ‘Apéro’, which he
discovered while visiting France.
The original recipe has remained
ITALIAN
unchanged and a secret to this day.
FIRST ADVERTISING CAMPAIGN

In 1920, the first advertising posters appeared both in
and outside of bars. It is within these works that the iconic
orange hue became Aperol’s distinctive signature color.
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LEGEND 8
OUR BRAND
1960s
1970s
BRAND POSITIONING
PRODUCT INFORMATION
BRAND IDENTITY
“AH,
GLOBAL CAMPAIGN
1950
PACKAGING
APEROL!”
PR TOOLKIT
Q&A

CSR INFORMATION
1980s
APEROL SPRITZ
ORIGINS TINO BUAZZELLI AND “IL CAROSELLO”
1990s
To date, we have no certain idea of when Exponential growth of the brand coincided with the launch
the “spritz” was actually created. What we do of the advertising campaigns on the extended evening
know for certain is that it was initially colorless advertising break known as “Il Carosello”. Like other
in its appearance, before being splashed with Aperol classic Italian brands, Aperol entered the Italian collective
to acquire the typical orange color that made imagination thanks to the three-minute slot. The well-known
the drink and serve famous. We presume its origins advertisement “Ah, Aperol!” featured the great Italian actor
lie in the ‘Venetian Spritz’; created as a cocktail Tino Buazzelli who, in striking his forehead and exclaiming APEROL CELEBRATE
in the 1920s and inspired by the widespread 19th “Ah, Aperol!”, became an Italian legend and led to the Come 1980, Aperol had taken on a much more revolutionary, cosmopolitan
century tendency among soldiers in the Austrian phrase being adopted by people in bars throughout Italy. and international approach to its style of advertising featuring international stars
empire to water down the high alcohol content such as Holly Higgins. In the 1990s, Lorenzo Mattotti, an artist from Brescia,
of Venetian wines with a touch of seltzer or celebrated the brand’s natural connection with the world of art by creating
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carbonated water. a series of artistic posters; a pure expression of the pleasure of drinking Aperol.
9
OUR BRAND
BRAND POSITIONING 2011

1995
PRODUCT INFORMATION APEROL SPRITZ READY
TO ENJOY IS LAUNCHED:
2012
BRAND IDENTITY
GLOBAL CAMPAIGN AN HISTORICAL MILESTONE

PACKAGING
FOR APEROL
SIGNATURE DRINK
Aperol Spritz ready-to-enjoy ‘home edition’ is APEROL SPRITZ! HAPPY RECORD!
PR TOOLKIT launched into established markets with the objective On June 29th, thousands descended on the iconic Piazza San Marco in Venice for “Aperol Spritz!
to open to new consumption occasions and, as a Happy Record!” to attempt a Guinness World Record™ for the ‘Largest Aperol Spritz Toast’.
Q&A consequence, increase frequency. An innovative Over 2,600 people joined in the social spirit of Aperol Spritz eager to clink their glasses to make
product designed to allow consumers to enjoy a history. The world record was overseen by Guinness World Records™ and a team of local judges.
perfectly blended pre-mix of the popular Aperol Spritz
2017
at home, by adding just a slice of orange and ice.
APEROL NEW BRAND VISUAL IDENTITY

CSR INFORMATION
APEROL SODA
As a natural extension to the brand, the company
launched a single-serving ready-to-enjoy version, with an
AND RESTYLED PACKAGING
alcohol content of just 3% ABV: Aperol Soda. A sparkling Aperol unveils a new contemporary brand identity with a redesigned
and thirst- quenching drink with a hint of orange infused packaging and logo. The aim is to strengthen its unique provenance
with bittersweet herbs and roots. Sold in a 12.5 cl bottle, and heritage as one of the only brands in its category to boast
it is the ideal single-serving beverage for anyone wanting nearly 100 years of history.
a refreshing, flavoursome drink
2003
GRUPPO CAMPARI
2003 saw Gruppo Campari acquire the Aperol brand following their
takeover of Barbero 1891. Aperol is boosted by further growth thanks
to Gruppo Campari sales and distribution network, extensive advertising
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campaigns and the popularity of Aperol signature drink, Aperol Spritz.
10
OUR BRAND
BRAND POSITIONING
PRODUCT INFORMATION
BRAND IDENTITY
1919
GLOBAL CAMPAIGN
APEROL CELEBRATES
100 YEARS
PACKAGING
PR TOOLKIT
Q&A
GRUPPO CAMPARI CODE ON To celebrate its 100th anniversary, Aperol launched

COMMERCIAL CAPABILITIES a series of celebrative activities at international level,
leveraging on universal languages such as music,
CSR INFORMATION arts, dance and, of course, the signature social drink
Aperol Spritz that enables connections between people
wherever they are and whatever they are doing,
multiplying their joy.
To mark the momentous year, Aperol launched

limited-edition labels to sit on their bottles, each
was truly unique, thanks to an advanced chromatic
formula, that recreated infinite single variations on an
iconic design by Italian artist Lorenzo Mattotti (1990),
portraying a young couple dancing
holding an Aperol bottle and two glasses full
of the unmistakable liquid.
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BRAND
POSITIONING
CONTAGIOUS
RAND EQUITY MA
OUR BRAND
BRAND POSITIONING IMAGERY

vy ASSOCIATIONS Opti
PRODUCT INFORMATION
• Sav mis
tic
a r ted •
Op
he
BRAND IDENTITY
ht- en
Lig
Carefree Smart choice
to
GLOBAL CAMPAIGN
any
•
bod
ny
PACKAGING
Sun
“Summer” state of mind Enjoying life
y•
e •
Soci
char m
al con
PR TOOLKIT EMOTIONAL SELF-EXPRESSIVE
• V ibrant • Effor tless

BENEFITS BENEFITS
nector •
Q&A
Uplifting the moment

CONTAGIOUS
Universal language
COMMERCIAL CAPABILITIES Catalyst for positivity
Joyful
CSR INFORMATION
Pleasure of being
JOY OF LIFE Spontaneous
together
Orange
Fitting for many

(scial) moments FUNCTIONAL Easy to prepare*
BENEFITS
ge
Refreshing* Easy to drink
ra n
Uni
e
•O
e cip
que
Fitting with food Mixable Rit

Low
a lc
u al
al r
oho z
bit
/s prit or
igin
l •
ter
we S
ro l ity
et
tas
Spa Ape u al
te
rklin
g* 1 9 1 9• i g hq
• U Si nc e • H
n iq ue PRODUCT a , I t aly
ser vin g P ad o v
ASSOCIATIONS
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ESSENCE
OUR BRAND
Contagious
BRAND POSITIONING joy of life
PRODUCT INFORMATION
BRAND CHARACTER
BRAND IDENTITY
Light-hearted • Catalyst
GLOBAL CAMPAIGN for positivity • Social connector • Savvy
PACKAGING
SOCIAL MEDIA GUIDELINES BRAND LOOK

PR TOOLKIT
Orange • Vibrant • Effortless charme
Q&A

COMMERCIAL CAPABILITIES REASON TO BELIVE
Unique accessible taste • Aperol Spritz ritual • Padova, Italy 1919
CSR INFORMATION
KEY BRAND PROMISE

Aperol’s orange vibe and joy of connecting spontaneously lifts up every social moment
CORE INSIGHT
What really makes my life valuable is enjoying carefree and informal social moments grasping the pleasure
of being perfectly in tune with my friends, despite the day-by-day rush.
CONSUMER TARGET
Youg souls, live in urban areas,appreciate good things in life, active in their social life, open-minded, easygoing, optimistic personality.
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OUR BRAND MANIFESTO
WE ARE
BRAND POSITIONING
PRODUCT INFORMATION
WE ARE VIBRANT
SPONTANEOUS
WE ARE OPTIMISTS
BRAND IDENTITY
WE ARE YOUNG AT HEART

WE ARE
WE ARE JOYFUL
GLOBAL CAMPAIGN
WE ARE NATURALLY STYLISH AND FUN
WE ARE SAVVY
APEROL.
PACKAGING
PR TOOLKIT
WE CREATE WE SHARE WE OPEN OUR HEARTS
CONNECT
WE ARE
WE DARE
Q&A
WE DREAM
GRUPPO CAMPARI CODE ON WE
COMMERCIAL CAPABILITIES WE TUNE PEOPLE TO THE SAME WAVELENGTH WE ARE MOMENT SEIZERS, WE GO FOR IT
CSR INFORMATION
WE ARE APEROL AND THIS

O
IS OUR SPIRIT
ur drink? It’s Aperol Spritz! With its orange glow and bittersweet
taste, Aperol Spritz has been the drink of togetherness for almost a century. CONTAGIOUS
JOY OF LIFE.
A contagious ritual of joy and informal conviviality born in its hometown Padua
in Veneto, Italy and spreading its message of positivity all around:
LIGHT THAT ORANGE SPARK.

BE OPEN AND JOIN US!
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REASON
OUR BRAND
BRAND POSITIONING
PRODUCT INFORMATION
BRAND IDENTITY
PADOVA, ITALY, 1919
Aperol, established in Padova
GLOBAL CAMPAIGN
by Barbieri brothers in1919, has
PACKAGING a century of rich heritage rooted
in the italian aperitif ritual.
TO BELIEVE
PR TOOLKIT
Q&A
APEROL SPRITZ RITUAL
Aperol is the undisputed reference
COMMERCIAL CAPABILITIES in the spritz world, having set the
ritual of informal joyful conviviality
CSR INFORMATION
of the perfect spritz, first among
people of Veneto and then spreading
it around the world.
UNIQUE ACCESSIBLE TASTE

Aperol has an inimitable bittersweet
taste, thanks to the perfectly balanced
combination of herbs, roots and low
alcohol content that makes it fresh
and approachable.
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ORANGE
Aperol’s unmistakable orange is a sign
OUR BRAND of distinction for the Brand, conveying
MY LOO
BRAND POSITIONING its originality and its joyful attitude to life.
To be a primary and predominant color with a
PRODUCT INFORMATION
cool and contempary impact, it is not necessary
BRAND IDENTITY to cover everything with a plain orange. Indeed it
GLOBAL CAMPAIGN
can stand out thanks to the usage of neutral and
complementary colors.
PACKAGING
SOCIAL MEDIA GUIDELINES VIBRANT

PR TOOLKIT Aperol is about vitality and positive energy, that
should be expressed in every facet of the Brand.
Q&A

EFFORTLESS CHARM
Aperol has a genuine disposition
CSR INFORMATION
for attracting people with its charm.
It naturally reveal a spontaneous yet stylish look
that doesn’t go unnoticed.
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MY
Aperol is carefree, uncomplicated and happily laid-back. Aperol is outgoing and open to anybody,
OUR BRAND a natural facilitator of togetherness in moments of easygoing joyful sociability. Aperol is savvy and
BRAND POSITIONING smart to enjoy the best of life’s opportunities, thanks to its ‘contemporary wisdom’, gained through
real life experiences rather than education. Aperol has a positive and contagious attitude to life,
being bright and confident in everything it does.
PRODUCT INFORMATION
BRAND IDENTITY
SAVVY
GLOBAL CAMPAIGN
PACKAGING
SOCIAL CONNECTOR OPTIMISTIC

LIGHT HEARTED
PR TOOLKIT
Q&A

CSR INFORMATION
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MY
ESSENCE
OUR BRAND
BRAND POSITIONING
PRODUCT INFORMATION
BRAND IDENTITY
GLOBAL CAMPAIGN
PACKAGING
PR TOOLKIT
Q&A CONTAGIOUS
Aperol naturally spreads its unmistakable
CSR INFORMATION
joyful orange vibe among people, being
open to anybody.
JOY OF LIFE
Aperol is about joy of life. It embodies
the most embraceable human aspiration
of living joyful and light-hearted moments,
simply by enjoying with others what life
has to offer.
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OUR BRAND
BRAND POSITIONING ORANGE

PRODUCT INFORMATION
BRAND IDENTITY
SAVVY
GLOBAL CAMPAIGN
TIC
PACKAGING
OPTIMIS
VIBRANT
PR TOOLKIT
Q&A
R ITZ RIT UAL

PER O L S P
COMMERCIAL CAPABILITIES A
CSR INFORMATION
A RT E D
LIGHT-HE
T L E SS C HARM
E F F O R
ONNE CTOR
SOCIAL C
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OUR BRAND
BRAND POSITIONING
A SUMMER
STATE OF MIND
PRODUCT INFORMATION
BRAND IDENTITY
GLOBAL CAMPAIGN
PACKAGING
PR TOOLKIT
Q&A
WHAT WHAT IT
IT IS ISN’T
CSR INFORMATION
No literal visualization of
summer and related imagery:
beach, sea, bathing suits, etc.
A unique mix of emotions that best expresses

the unleashed summer enthusiasm: a sense
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of vitality, freedom, lightheartedness with a touch
TO INDEX of excitement. A feeling for all seasons.
OUR BRAND
BRAND POSITIONING
PRODUCT INFORMATION
BRAND IDENTITY
GLOBAL CAMPAIGN
SAVVYAperol is savvy and smart
to enjoy the best of life’s
WHAT IT
ISN’T
ATTITUDE
PACKAGING
WHAT
opportunities, thanks to its
‘contemporary wisdom’, TOWARDS LIFE
gained through experiences
IT IS
PR TOOLKIT
It is NOT being foxy or sly,
Q&A
rather than education. cheating at the expense
of others.
CSR INFORMATION
ATTITUDE
TOWARDS WAY OF BEING
LIFE WAY TO RELATE TO OTHERS It is NOT arrogance,
assertiveness or a show off.
WAY TO RELATE
TO OTHERS
It is NOT paternalistic
to others or feeling superior.
It is about being street-wise WAY OF BEING It is about having the charisma to get
and self-reliant, having It is about having the confidence along with everybody. Knowing what
common-sense and a smart to always be at ease without to say and what to do in a group.
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perspective to get
by in every situation.
taking yourself too seriously. 22
OUR BRAND
BRAND POSITIONING
PRODUCT INFORMATION
BRAND IDENTITY
GLOBAL CAMPAIGN
EFFORTLESS CHARME
PACKAGING
WHAT
IT IS
PR TOOLKIT
Q&A
GRUPPO CAMPARI CODE ON Aperol is inclusive, accessible,

minimal, uncomplicated
CSR INFORMATION and light-hearted.

Aperol attracts people due
to its spontaneity being cool
but at the same time unnoticed.
WHAT IT Aperol is neither posh

nor it aims at a niche group.
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ISN’T It is neither unpleasant
nor it sets people apart.
OUR BRAND
BRAND POSITIONING
PRODUCT INFORMATION
BRAND IDENTITY
GLOBAL CAMPAIGN
PACKAGING
WHAT
PREMIUM WHAT IT
IT IS ISN’T
PR TOOLKIT
Q&A
Aperol is not:
• mainstream
• posh
CSR INFORMATION
• it does not aim at a niche of
people
• on the go
• show off and intimacy
sophisticated
• super high tempo / clubby
Aperol needs to ensure a cool and accessible

premiumness being contemporary, modern,
forward-looking and a trend-setter.
The excellent execution across all touchpoints
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is fundamental, included the perfect serve
TO INDEX and the attention to detail.
OUR BRAND
BRAND POSITIONING
UNIVERSAL
LANGUAGE
PRODUCT INFORMATION
BRAND IDENTITY
GLOBAL CAMPAIGN
PACKAGING
PR TOOLKIT
Q&A
WHAT
WHAT IT
IT IS
ISN’T
CSR INFORMATION
There are universal

languages such as music, Like Aperol, which
dancing, or a drink which spontaneously connects Aperol does not set people apart.
put people in sync. people multiplying their joy. Whoever you are, wherever you are and whatever
you are doing, we connect with others as if
we were all in an infinite chain of connections.
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GLOBAL
SOCIAL CONNECTORS
OUR BRAND
BRAND POSITIONING
TARGET
PRODUCT INFORMATION
BRAND IDENTITY
GLOBAL CAMPAIGN
PACKAGING
PR TOOLKIT
Q&A

ATTITUDES
CSR INFORMATION
DEMOGRAPHICS
• Open-minded, easy going, optimistic, socially outgoing

• Seeking for experiences
• They love to spend time with friends and meet new people
• They believe that life needs to be lived/shared and they are considered
• Young Target: 44% (18-34) by friends to be the social magnet of the group
• Category consumers • They believe that a positive attitude leads to a positive outcome
• Middle/ high income • They are followers of high street fashion, always looking for new trends
• Located in urban areas
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GLOBAL
SOCIAL CONNECTORS
OUR BRAND
TARGET
BRAND POSITIONING
PRODUCT INFORMATION
BRAND IDENTITY
GLOBAL CAMPAIGN
PACKAGING
LIFESTYLE
PR TOOLKIT
Q&A
• Heavy users of social media, especially Instagram. Always connected.
GRUPPO CAMPARI CODE ON • They go to bars after work, enjoy going to the park, beach
• They love music and go to concerts & festivals
CSR INFORMATION • Urban professionals who love to socialize after work
• Interested in food and drink, travelling (cities) and culture (Italian)
MOTIVATIONS
• Look for experiences that can be shared/social currency
• Inclusivity is an important driver
CONSUMPTION • Over-index in consumption

of Premium beers and ciders, Wine,
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BEHAVIOR Prosecco, Fun Cocktails, Pink Gin
27
CONSUMPTION
WHAT:
Sharing experience;
OUR BRAND
Broader informal conviviality;
BRAND POSITIONING Cool and accessible premiumness;
MOMENT
PRODUCT INFORMATION
Lightheartedness;
Joyful.
BRAND IDENTITY
GLOBAL CAMPAIGN
WHEN:
OF THE BRAND
PACKAGING
Aperol can own every social moment
SOCIAL MEDIA GUIDELINES that embraces all the Aperol values
and emotions. I always drink Aperol
PR TOOLKIT
Spritz with my friends when we want
Q&A to decompress, but still with energy
to enjoy the moment Aperol Spitz
COMMERCIAL CAPABILITIES is a perfectly matches with food to be
CSR INFORMATION
shared or with an informal occasion,
such as a Sunday brunch or cozy lunch.
WHERE:
The bars where my friends and I normally
hang out. Especially at outdoor locations
(terraces, beach clubs, city square,
ski resorts, music festival).
CATEGORY (BRAND MOTIVATION)
I like the uncomplicated pleasure of Aperol Spritz because it’s a ritual. I can share with my friends,
HOW:
Aperol Spritz is a nice complement
and it doesn’t matter which group of friends I am with. I choose Aperol (Spritz) because it brings
to finger food (typical Venetian
a vibrant and joyful vibe to any moment. Every time I drink Aperol (Spritz), I feel the warmth
cicchetti, tapas, aperitivo, street food)
and good summer vibe come over me and my friends. Aperol (Spritz) is a must have in moments
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TO INDEX of conviviality and is the drink that welcomes everyone because it is very easy and pleasant to drink.
PRODUCT BITTERSWEET
INFORMATION AROMATIC
BRIGHT ORANGE
SPECIAL EXTRACTS
OUR BRAND
BRAND POSITIONING
PRODUCT INFORMATION
BRAND IDENTITY
GLOBAL CAMPAIGN
PACKAGING
WHAT I’M ABOUT
A true masterpiece of alchemy, Aperol offers a sophisticated, well-rounded
TASTING NOTES
SOCIAL MEDIA GUIDELINES taste, only acquired thanks to its infused blend of high-quality fruit, herbs
PR TOOLKIT and roots. Refreshing and with a
Q&A low alcohol percentage (11% abv),
GRUPPO CAMPARI CODE ON Aperol continues to remain true to its original, NOSE: BODY:
secret recipe to this day. Slighty alcoholic, zesting orange An intense orange top with
CSR INFORMATION with appealing complex herbal scents herbal and woody body notes,
harmonized with a touch of vanilla. pleasantly bittersweet and salty.
Characterized by the aromatic hints that signify its uniqueness,
Aperol’s fresh, lively sweetness stems TEXTURE: AFTERTASTE:
from its mix of citrus fruits and its unmistakable Velvety and rounded, with long-tasting Herbal long pleasant typical
orange and wood memories. bitterness.
bittersweet after-taste.
This unique bittersweet flavour and bright orange color make
it the perfect aperitif.
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The magic of Aperol’s distinct freshness stems from a production process
OUR BRAND which has been perfected over many years.
BRAND POSITIONING
PRODUCT INFORMATION It is a simple yet precise process, which brings out the
BRAND IDENTITY very best in the essence and quality of the ingredients.
GLOBAL CAMPAIGN Following the original recipe, unchanged since 1919,
HOW
PACKAGING
the base is created from a combination of natural hydro-alcoholic extracts obtained
from the infusion of embittering and aromatic herbs with alcohol and water.
His blended mixture is then refined ith the aromas and natural oils obtained
PR TOOLKIT from orange peel and citrus fruit.
Q&A
The carefully measured mix of herbs, the particular design of the steepers,
the extraction conditions and relative timings are all essential in obtaining
impeccable extracts, which are then carefully measured and finally mixed
I’M
CSR INFORMATION
with a special blend of essential citrus oils to provide Aperol’s complex, aromatic
base. After mixing the blend, the drink is filtered to achieve Aperol’s typical
transparency and brilliant orange shine.
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Before disclosing
information externally,
evaluate internally.
MADE 31
OUR BRAND
BRAND POSITIONING
PRODUCT INFORMATION
BRAND IDENTITY
GLOBAL CAMPAIGN The people in charge of the process are the most
precious keepers of Aperol and have
PACKAGING

a true craftsmanship for handling
PR TOOLKIT
the production process.
Q&A

It is fundamental that these three
stages of mixing, filtering & product
CSR INFORMATION
analysis and bottling be completed
in one day.
Aperol would not be Aperol without its most
important ingredient, the people who prepare its
recipe,
the cherished guardians and holders of a secret
that has been handed down since 1919.
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INDED DRINKING
Aperol Spritz is known worldwide
WINNING SINGLE
OUR BRAND
Aperol Spritz signature drink and it is one of the most widely
is the only cocktail allowed for usage consumed cocktails in Italy, light,
BRAND POSITIONING
sparkling and refreshing, it’s
PRODUCT INFORMATION
in all the communication initiatives the quintessential social signature drink.
BRAND IDENTITY
locally developed.
It can be enjoyed before lunch or dinner
GLOBAL CAMPAIGN as a true Italian aperitif, as a lighter
PACKAGING
The perfect serve of the Aperol Spritz option at an after-work get-together
cocktail must be guaranteed at all time. with colleagues or friends or combined
with food.
PR TOOLKIT
Q&A
Aperol Spritz is a cult drink known
worldwide. It has become a true global
phenomenon.
TRATEGY
CSR INFORMATION
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OUR BRAND DRINKING
BRAND POSITIONING
PRODUCT INFORMATION STRATEGY:

BRAND IDENTITY
APEROL SPRITZ NO ICE
PERFECT SERVE
GLOBAL CAMPAIGN
PACKAGING
PR TOOLKIT
Q&A
Aperol Spritz images in all branded channels
GRUPPO CAMPARI CODE ON and communication shall be in line WRONG ORDER
with the perfect serve musts.
CSR INFORMATION See beside examples of do’s and don’ts:
OVERFILLED
GLASS
DO’S
THE PERFECT
DON’TS
SERVE
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WRONG GLASS
BRAND ORANGE
IDENTYTY
PREMIUM
VIBRANT
DYNAMIC
OUR BRAND
BRAND POSITIONING
MY TYPOGRAPHY FUTURA BOOK
PRODUCT INFORMATION The typefaces to be used for brand communication
are: Futura (in weights Book, Light Oblique, Medium
BRAND IDENTITY Condensed and Light Condensed,and Light Condensed FUTURA Light Oblique
GLOBAL CAMPAIGN
Oblique).
PACKAGING FUTURA MEDIUM CONDENSED

FUTURA Light Condensed
PR TOOLKIT
Q&A
FUTURA Light Condensed Oblique
CSR INFORMATION
MY COLORS PRIMARY COLOR SECONDARY COLOR

The Aperol color palette has been chosen for high
impact and visibility, originating from the unique,
unmistakable Aperol Spritz orange, which is the
key COLOR code of the entire Aperol world.
021 2028
Pantone Coated Pantone Coated
& Uncoated & Uncoated
CMYK CMYK
C.0 M.65 Y.100 K.0 C.0 M.84 Y.98 K.0
WARNING: RGB RGB
Pantone 2028 is the desired color reference for the tone R.254 G.80 B.0 R.235 G.51 B.0
sur tone. It means that the color to be actually printed
has to be choosen according to the material technique
and the support material taking into account that this color
will overlap the Pantone orange 021C. The aim is to obtain
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the desired chromatic effect of 2028 on to 021C.
38
OUR BRAND
BRAND POSITIONING
THE APEROL LOGO
PRODUCT INFORMATION Aperol 1919 logo will be used with the registration
mark ®. The proportions in-between the letters
BRAND IDENTITY
and numbers, the logo elements and
GLOBAL CAMPAIGN the registration mark can not be changed.
PACKAGING
SOCIAL MEDIA GUIDELINES COLOR

PR TOOLKIT
Orange version for the Aperol 1919 logo,
codified as Pantone, CYMK or RGB depending
Q&A on each specific application and media used
for reproduction.
CSR INFORMATION
Aperol logos:
DOWNLOAD
Asset available on DAM
APEROL LOGO SUITE
021 Pantone Coated & Uncoated

39
CMYK C.0 M.65 Y.100 K.0
BACK
TO INDEX RGB R.254 G.80 B.0
OUR BRAND
BRAND POSITIONING
PROTECTION AREA MINIMUM SIZE
PRODUCT INFORMATION A margin should always be left around the logo
in order to avoid any overlapping with other written
BRAND IDENTITY
or graphic elements.
GLOBAL CAMPAIGN The margin equals the height of the number
“1” element.
PACKAGING
15 mm
PR TOOLKIT
Q&A

CSR INFORMATION
COLOR VERSIONS
The Aperol 1919 logo can be reproduced
in its negative version: white logo on orange
background.
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TO INDEX 40
DON’TS
OUR BRAND
BRAND POSITIONING
LOGO DON’TS
PRODUCT INFORMATION Any variation in the application of the Aperol 1919
logo may affect the brand identity and its values.
BRAND IDENTITY
This page shows applications that should be avoided. COLOR VARIATIONS:
GLOBAL CAMPAIGN
PACKAGING
PR TOOLKIT
Q&A
DEFORMATIONS:
CSR INFORMATION
The yellow Aperol logo, enclosed into the blue

rectangle on the label, has been created for on-pack
usage only, therefore it can not be used, neither
curved nor straight, on any other material
or application.
BACKGROUND DON’TS
The Aperol 1919 logo lives only on white or orange.
The examples show some backgrounds on which
the logo should never live.
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TO INDEX 41
OUR BRAND
BRAND POSITIONING
THE APEROL SPRITZ LOGO
PRODUCT INFORMATION Aperol Spritz logo is made of two elements:
Aperol logotype + the Spritz word.
BRAND IDENTITY
This must be considered a “lock-up”, i.e. none
GLOBAL CAMPAIGN of those elements can live apart, neither their
positions or proportions can change.
PACKAGING
COLOR
PR TOOLKIT
Orange version for the Aperol Spritz logo,
Q&A codified as Pantone, CYMK or RGB depending
on each specific application and media used
GRUPPO CAMPARI CODE ON for reproduction.
CSR INFORMATION
APEROL SPRITZ LOGO:
DOWNLOAD
APEROL SPRITZ LOGO SUITE
021 Pantone Coated & Uncoated

42
CMYK C.0 M.65 Y.100 K.0
BACK
TO INDEX RGB R.254 G.80 B.0
OUR BRAND
BRAND POSITIONING
PROTECTION AREA MINIMUM SIZE
PRODUCT INFORMATION A margin should always be left around the logo
BRAND IDENTITY
or graphic elements.
GLOBAL CAMPAIGN The margin equals the height of the letter
“S” element.
PACKAGING
SOCIAL MEDIA GUIDELINES 22 mm
PR TOOLKIT
Q&A

CSR INFORMATION
COLOR VERSIONS
The Aperol Spritz logo can be reproduced
background.
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TO INDEX 43
DON’TS
OUR BRAND
BRAND POSITIONING
LOGO DON’TS
PRODUCT INFORMATION Any variation in the application of the Aperol Spritz
logo may affect the brand identity and its values.
BRAND IDENTITY
This page shows applications that should be avoided. COLOR VARIATIONS:
GLOBAL CAMPAIGN
PACKAGING
PR TOOLKIT
Q&A
GRUPPO CAMPARI CODE ON DEFORMATIONS:

CSR INFORMATION
BACKGROUND DON’TS
The Aperol Spritz logo lives only on white or orange.
The examples below show some backgrounds
on which the logo should never live.
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TO INDEX 44
OUR BRAND
BRAND POSITIONING
ALTERNATIVE RAYS VERSION MINIMUM SIZE
PRODUCT INFORMATION This version of the logo includes a ray system.
A margin should always be left around the logo
BRAND IDENTITY
GLOBAL CAMPAIGN or graphic elements.
The margin equals the height of the letter
PACKAGING “S” element.
DOWNLOAD
PR TOOLKIT Asset available on DAM
APEROL SPRITZ LOGO SUITE 35 mm
Q&A

CSR INFORMATION
COLOR VERSIONS
The Aperol Spritz logo with rays can be reproduced
background.
021 Pantone Coated & Uncoated 116 Pantone Coated & Uncoated
45
CMYK C.0 M.65 Y.100 K.0 CMYK C.0 M.14 Y.100 K.0
BACK
TO INDEX RGB R.254 G.80 B.0 RGB R.255 G.158 B.27
OUR BRAND
BRAND POSITIONING
THE APEROL TOGETHER WE JOY LOGO
PRODUCT INFORMATION
BRAND IDENTITY
GLOBAL CAMPAIGN
PACKAGING
PR TOOLKIT
Q&A
Aperol TWJ logo guidelines:

CSR INFORMATION
DOWNLOAD
APEROL TWJ LOGO GUIDELINES
Aperol TWJ logo:

DOWNLOAD
APEROL TWJ LOGO SUITE
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TO INDEX 50
::z::
0
OUR BRAND �V'\
BRAND POSITIONING
-c::::c
\,_,10::::
....J....J
c.......J
PRODUCT INFORMATION c::::cc...

c...
BRAND IDENTITY
GLOBAL CAMPAIGN
PACKAGING
PR TOOLKIT
APEROL CENTENARIO
Q&A

CSR INFORMATION
PREMIUM MINIMALISM
◄ TOBACKINDEX
51
Edgy, witty, enjoyable scenes are, instead, matched
through a preponderance of white elements.
OUR BRAND
BRAND POSITIONING
MY BRAND ICONS
PRODUCT INFORMATION
BRAND IDENTITY
GLOBAL CAMPAIGN
PACKAGING
PR TOOLKIT
Q&A

CSR INFORMATION
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TO INDEX 58
OUR BRAND
BRAND POSITIONING
VERTICAL VERSION The pattern can be used on both horizontal
and vertical surfaces.
PRODUCT INFORMATION
BRAND IDENTITY
GLOBAL CAMPAIGN
DO’S DON’TS
PACKAGING
PR TOOLKIT
Q&A

CSR INFORMATION
BACK
TO INDEX 53
OUR BRAND
BRAND POSITIONING
PATTERN COLORS
PRODUCT INFORMATION
BRAND IDENTITY
GLOBAL CAMPAIGN
PACKAGING
PR TOOLKIT
Q&A

CSR INFORMATION
BACK
TO INDEX 54
OUR BRAND
BRAND POSITIONING
VISIBILITY ON TRADE
PRODUCT INFORMATION
BRAND IDENTITY
GLOBAL CAMPAIGN
PACKAGING
PR TOOLKIT
APEROL CENTENARIO
Q&A

CSR INFORMATION
BACK
TO INDEX
OUR BRAND
BRAND POSITIONING
GLOBAL POS MATERIALS
PRODUCT INFORMATION
BRAND IDENTITY DOWNLOAD

POS MATERIALS
GLOBAL CAMPAIGN
PACKAGING
PR TOOLKIT
APEROL CENTENARIO
Q&A

CSR INFORMATION
BACK
TO INDEX 54
OUR BRAND
BRAND POSITIONING
POWERPOINT TEMPLATE
PRODUCT INFORMATION The template for internal company documents 1 Background
AGENDA
2 Packaging goals
consists of the logo and the brand icons,
BRAND IDENTITY 3 Brand positioning and vision
on an orange or white background, depending 4 Frame of reference and Global target consumer
GLOBAL CAMPAIGN on the layout requirements. 5 Summary and considerations
PACKAGING The recommended typeface is Futura,

if this is unavailable, please use the system
typeface, Arial Narrow.
PR TOOLKIT
TITLE BOARD 1B
Q&A
DOWNLOAD Sed ut perspiciatis unde omnis iste natus error sit
voluptatem accusantium doloremque laudantium,
totam rem aperiam, eaque ipsa quae ab illo in-

POWERPOINT TEMPLATE ventore veritatis et quasi architecto beatae vitae
dicta sunt explicabo. Nemo enim ipsam volupta-
tem quia voluptas sit aspernatur aut odit aut fugit,
COMMERCIAL CAPABILITIES sed quia consequuntur magni dolores eos qui ra-
tione voluptatem sequi nesciunt. Neque porro
quisquam est, qui dolorem ipsum quia dolor sit
CSR INFORMATION TITLE amet, consectetur, adipisci velit, sed quia non nu-
mquam eius modi tempora incidunt ut labore et
dolore magnam aliquam quaerat voluptatem. Ut
enim ad minima veniam, quis nostrum exercitatio-
nem ullam corporis
PHOTO COMPOSIT
1B Put perspiciatis unde omnis iste

natus error sit voluptatem accusan-
tium doloremque laudantium, totam
rem aperiam, eaque ipsa quae ab
illo inventore veritatis et quasi archi-
tecto beatae vitae dicta sunt explica-
bo. Nemo enim ipsam voluptatem
quia voluptas sit aspernatur aut odit
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GLOBAL
CAMPAIGN
JOYFULNESS
SPONTANEITY
COMMUNICATION GOAL
bjective
OUR BRAND
BRAND POSITIONING
PRODUCT INFORMATION
BRAND IDENTITY
To build emotional connection
GLOBAL CAMPAIGN
with consumers through
PACKAGING
the mother brand.
overarching global brand idea

PR TOOLKIT
Finding an
to build a system with a clear fil “orange”cross all touchpoints.
Q&A

CSR INFORMATION
VIDEO HERO OOH DIGITAL PR EXPERIENTAL

(MEDIA) KEY VISUAL & SOCIAL MEDIA & DIGITAL PR
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TO INDEX 65
OUR BRAND
BRAND POSITIONING
CULTURAL
TRUTH
PRODUCT INFORMATION
BRAND IDENTITY
GLOBAL CAMPAIGN
PACKAGING
PR TOOLKIT
Q&A

UNIQUE AS ME,
CSR INFORMATION
UNIVERSAL AS US.
Digital life allows us to express our own profile
so everything is personalized.
But big things happen when we feel we are

together and we share the same feeling.
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TO INDEX 60
OUR BRAND
BRAND POSITIONING
MY USUAL, IS UNUSUAL.
PRODUCT INFORMATION
BRAND IDENTITY
GLOBAL CAMPAIGN
PACKAGING

The drinking experience is becoming so differentiated
PR TOOLKIT that it’s now possible to literally define a personal drink.
Q&A
GRUPPO CAMPARI CODE ON On the other hand when a brand is able to create
a common ground, people like to be part
of a community that shares the same experience.

CSR INFORMATION
BACK
TO INDEX
CATEGORY TRUTH 61
OUR BRAND
BRAND POSITIONING
COMMUNITY
TRUTH
PRODUCT INFORMATION
BRAND IDENTITY
GLOBAL CAMPAIGN
PACKAGING
PR TOOLKIT
Q&A

CSR INFORMATION
WELCOMING CONNECTIONS.
There are people looking only for their individual
happiness. Not us.
We spontaneously contribute to the emotional

connections with others because we love what we all
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TO INDEX have in common, rather than what sets us apart. 62
SPONTANEOUS
INTIMACY.
OUR BRAND
BRAND POSITIONING
PRODUCT INFORMATION
CONSUMER
In a world that focuses more and more on
BRAND IDENTITY
GLOBAL CAMPAIGN
PACKAGING
differences, it’s hard to be open to others.
PR TOOLKIT
However, when we notice we have something
Q&A
in common with other people, we
spontaneously connect and our joy multiplies.
TRUTH
CSR INFORMATION
BACK
TO INDEX 63
OUR BRAND
BRAND POSITIONING
COMPANY
TRUTH
PRODUCT INFORMATION
BRAND IDENTITY
GLOBAL CAMPAIGN
PACKAGING
PR TOOLKIT
Q&A

CSR INFORMATION
BRAND ROLE
There’s no need for words. SPECIAL
Aperol spontaneously
connects people in
SPONTANEOUS
an unmistakable way. SYNCRONICITY.
PRODUCT TRUTH
Aperol has a vibrant orange
color and a universally
loved taste that easily puts
everyone in sync.
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TO INDEX 64
CONCEPT
OUR BRAND
BRAND POSITIONING
PRODUCT INFORMATION
BRAND IDENTITY
GLOBAL CAMPAIGN
PACKAGING
There are universal languages
such as music, dancing, or a drink
PR TOOLKIT
which put people in sync.
Q&A
Like Aperol,
which spontaneously
CSR INFORMATION
connects people
multiplying their joy.
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TO INDEX 65
KEY
OUR BRAND
BRAND POSITIONING
PRODUCT INFORMATION
BRAND IDENTITY
ELEMENTS
GLOBAL CAMPAIGN
PACKAGING
PR TOOLKIT
Q&A

CSR INFORMATION
1. UNIVERSAL LANGUAGE
2. TOGETHERNESS
3. JOYFULNESS
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TO INDEX
4. SPONTANEITY 66
CREATIVE
A glass of Aperol,
Is not just a drink
OUR BRAND
BRAND POSITIONING
It’s a sign easily seen,
STARTER
PRODUCT INFORMATION
BRAND IDENTITY
It starts a talk
GLOBAL CAMPAIGN With a friend you didn’t know
PACKAGING
With a friend of a friend
Or his\ her girlfriend…
PR TOOLKIT
In a blink
Q&A
It opens a story
Or an Instagram story
CSR INFORMATION
Which turns into a love story
That ends up
In a sunset,
On an amazing beach
That pops up a post
That everybody likes
And generates an event
You did not expect
Where a group of friends
Are playing a game
That starts with a glass
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TO INDEX
A glass of what? Well guess… 73
OUR BRAND
BRAND POSITIONING
PRODUCT INFORMATION
BRAND IDENTITY
CAMPAIGN IDEA EXPLANATION
GLOBAL CAMPAIGN
PACKAGING
The product is the center of everything.
SOCIAL MEDIA GUIDELINES THERE IS A FIL ORANGE LINKING US. We might have a few in common
but we all like Aperol.
PR TOOLKIT
Q&A
Aperol generates togetherness.
GRUPPO CAMPARI CODE ON IT PUTS US TOGETHER With Aperol we like feeling part
of something we contribute to create.
CSR INFORMATION
We connect spontaneously
with different people with which we
GENERATING UNFORESEEN, JOYFUL, would never have expected to before,
NEVER ENDING CONNECTIONS this movement is lighthearted
and positive, this experience goes
on infinitely.
JOIN US. Aperol is the most inclusive club ever.
TOGETHER WE JOY.
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TO INDEX 68
OUR BRAND
BRAND POSITIONING
PRODUCT INFORMATION
BRAND IDENTITY
GLOBAL CAMPAIGN
PACKAGING
CREATIVE INPUTS
THE IDEA To create something new and greater than the sum
of the different parts
SOCIAL MEDIA GUIDELINES leveraging on universal languages
PR TOOLKIT Aperol blends together different worlds
through a physical or digital space
EXPERIENTAL
Q&A
GRUPPO CAMPARI CODE ON shaped by people’s interactions and where everybody

contributes to multiply the joy.
CSR INFORMATION
HOW IT WORKS
Aperol Social District provides the space and a series of activities
that allows people to
PR & DIGITAL PR
co-create together the experience,
the entertainment and that space itself, making it one of a kind.
DIGITAL
MAIN ICON
Bricks – to build together experiences always new and unique,
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TO INDEX
generating infinite different combinations.
82
PACKAGING
ORIGINALE
ART NOUVEAU
PADOVA-ITALIA
OUR BRAND
APEROL PACKAGING EVOLUTION

BRAND POSITIONING
PRODUCT INFORMATION
BRAND IDENTITY
GLOBAL CAMPAIGN
PACKAGING
PR TOOLKIT
Q&A

CSR INFORMATION
1950 1970 1985 1999 2000 2011 2016
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TO INDEX
DOWNLOAD
72
OUR BRAND
BRAND POSITIONING
PRODUCT INFORMATION
BOTTLE
These are the main elements of
BRAND IDENTITY Aperol (70cl).
GLOBAL CAMPAIGN
PACKAGING

Embossing on bottle shoulders
PR TOOLKIT
Q&A
Product logo

COMMERCIAL CAPABILITIES Background with sun rays,
referencing the sun and dynamism
CSR INFORMATION
Art Nouveau elements, inspired

by the time period of the brand origin
Origin and quality statement
Historical element, linking

to the origins of the brand
Logo embossed on lower bottle
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OUR BRAND
BRAND POSITIONING
MY BACK LABEL MY OUTER CASE
PRODUCT INFORMATION
BRAND IDENTITY
GLOBAL CAMPAIGN
PACKAGING
PR TOOLKIT
Q&A

Aperol Spritz
CSR INFORMATION cocktail recipe
Legal
elements
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TO INDEX 74
SOCIAL
#SPRITZ
MEDIA #FRIENDS
#PARTY
DOWNLOAD
EXPERIENCE
HERITAGE
PR TOOLKIT
BACK
TO INDEX
DOWNLOAD
DOWNLOAD
DOWNLOAD
DOWNLOAD
Q&A
FIND OUT
BACK
TO INDEX
DOWNLOAD
DOWNLOAD
COMMITTMENT
RESPONSIBLE
GRUPPO CAMPARI CODE
BACK
ON COMMERCIAL CAPABILITIES
TO INDEX
OUR BRAND
BRAND POSITIONING
GRUPPO CAMPARI CODE ABUSE AND MISUSE
Commercial Communications shall never depict situations suggesting
ON COMMERCIAL CAPABILITIES
PRODUCT INFORMATION
either an unhealthy attachment or an addiction to alcohol, or the belief
BRAND IDENTITY that resorting to alcohol can solve personal problems. Commercial
Communications shall never lead the public to believe that the
GLOBAL CAMPAIGN
Commercial Communications should adhere to standards of legality, consumption of alcoholic beverages contributes to mental, physical,
decency, honesty, and good business practices. They should be prepared or sexual prowess or that not consuming alcohol leads to physical,
PACKAGING
with due regard to social responsibility and be based on principles of psychological, or social inferiority. Commercial Communications shall
SOCIAL MEDIA GUIDELINES fairness and good faith. They shall not in any circumstances be unethical avoid any association with, acceptance of, or allusion to illicit drugs.
or otherwise impugn the dignity and integrity of all humans. Commercial Communications shall never encourage the excessive,
PR TOOLKIT uncontrolled consumption of alcoholic beverages and shall never depict
GRUPPO CAMPARI COMMITTMENT sobriety and abstemiousness as a negative value.
Q&A
Gruppo Campari takes its commitment to the responsible sale and
marketing of its products very seriously. Commercial Communications ALCOHOL AND YOUNG PEOPLE
COMMERCIAL CAPABILITIES (when marketing, promoting, and communicating about Gruppo Campari Commercial Communications shall not target or refer to minors (those
products) shall maintain a high level of corporate integrity and social young people who are not of legal drinking age in the country where
CSR INFORMATION responsibility. Gruppo Campari recognizes that excessive or irresponsible the Commercial Communication is launched), even only indirectly,
consumption of alcoholic beverages may have personal, social, or health or depict minors consuming alcohol. Commercial Communications shall
consequences. The purpose of this Code is to ensure that Gruppo Campari only promote Gruppo Campari’s brands through media for which at
Commercial Communications shall not encourage or condone the abuse, least 70% of the audience are reasonably expected to be adults (i.e.
misuse or excessive consumption of alcohol or underage drinking. above the legal drinking age). They shall not promote Gruppo Campari’s
To this end, all employees involved in marketing activities and all brands in media for which more than 30% of the audience is known or
external marketing business partners - including sponsors - need reasonably expected to be minors. Commercial Communications shall
to countersign this Code. only feature models and actors who are at least 25 years of age.
Commercial Communications shall not use objects, images, music
COMMERCIAL COMMUNICATIONS and characters (either real or fictitious, including cartoon figures) that
Commercial Communications are defined as: “all brand advertising, have a special attractiveness to minors. Commercial Communications
marketing, promoting, and other communications to consumers also shall not use brand identification such as names, logos, games,
regardless of the medium used” (e.g. print, TV, Radio, Out Of Home, game equipment or other items that primarily appeal to minors.
Cinema, Internet, new media, and sponsorship). Specific rules about
digital marketing are included also.
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OUR BRAND
BRAND POSITIONING ALCOHOL CONTENT MEDIA INQUIRIES

Commercial Communications shall never stress the alcoholic strength In case of any media/press inquiries the local PR representative
PRODUCT INFORMATION
of Gruppo Campari’s brands as the main theme of the advertisement. or Gruppo Campari Corporate Communications will provide support and
BRAND IDENTITY explain the current Media Guidelines posted on Gruppo Campari Portal.
DRINKING & DRIVING
GLOBAL CAMPAIGN Commercial Communications shall not suggest that the consumption SPECIFIC GUIDELINES FOR DIGITAL MARKETING
of alcoholic beverages is acceptable before or while driving motor AGE AFFIRMATION PROCESS
PACKAGING
vehicles of any kind. All landing pages for brand websites - and where available social media
sites - shall have a control to restrict access to anyone under legal
HEALTH ASPECTS drinking age. This shall occur through an Age Affirmation process.
PR TOOLKIT Commercial Communications shall never associate Gruppo Campari’s
brands with characters deemed to have past or current issues with USER GENERATED CONTENT
Q&A alcohol or illicit drugs. Prior to selecting an individual to represent Consumer posts, the so-called User Generated Content (UGC) material
Gruppo Campari’s brands to be featured in advertising or promotional (including text, pictures, audios, and videos) that do not comply with
GRUPPO CAMPARI CODE ON activities, his or her background shall be checked to ensure his or her the present Code on Commercial Communications shall be, if possible,
representation of Gruppo Campari’s brands shall not be potentially removed. Comments which may be deemed fraudulent, harassing,
CSR INFORMATION damaging to Gruppo Campari’s reputation. Commercial Communications threatening, bullying, sexually explicit, obscene, racist, sexist,
shall not claim that alcoholic beverages may have therapeutic properties intimidating, defamatory or otherwise inappropriate and/or comments
and that their consumption may help preventing, treating, or curing any which may open the company to potential breaches under National
human disease or ailment. Laws, Regulations, Guidelines or Codes, shall be, if possible, removed
immediately. Gruppo Campari’s social media sites shall have
ASSOCIATION WITH PREGNANT WOMEN a statement saying that all inappropriate UGC will be removed from the site
Commercial Communications shall not show or be directed towards or web page.
pregnant women.
FORWARDABLE CONTENT
RESPONSIBLE DRINKING MESSAGES (RDM) Any branded digital content placed on a site in a manner that
Gruppo Campari promotes the responsible consumption of its beverages is designed or enabled to be shared or downloaded, also called
and undertakes to include responsible drinking messages on all its “forwardable content,” shall include instructions that such material shall
Commercial Communications. The placement and size of the RDM must not be forwarded to individuals below the legal drinking age.
be clearly visible andlegible to consumers.
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OUR BRAND
BRAND POSITIONING BRAND WEBSITES CONTENT all new Commercial Communications, which means all Commercial
The establishment of and final content for brand websites, microsites,or Communications - regardless of the medium used - which contain new
PRODUCT INFORMATION
other media sites (such as Facebook, Twitter, Instagram, Vine, MySpace, creativity, whether verbal or in images not merely reproducing the products
BRAND IDENTITY
etc.) must comply with this Code on Commercial Communications. Each and the way to serve them.
web posting, whether by the Gruppo Campari or a consumer, shall be For the avoidance of doubts, the simple adaptation of campaigns already
GLOBAL CAMPAIGN reviewed on a regular basis to ensure compliance with this Code. Only approved for other markets or only containing product-related images do
authorised employees and representatives shall be allowed to post not need to be submitted to the Committee. It shall be the responsibility
PACKAGING comments on behalf of the Gruppo Campari. Gruppo Campari posts shall of the relevant in-market companies to timely submit in writing to the
be transparent that they are posted by Gruppo Campari and shall comply Committee their new Commercial Communications, which shall be deemed
with this Code, as well as all Laws, Regulations, Guidelines, Codes and to be approved in the absence of any contrary notification within 4
PR TOOLKIT
Gruppo Campari’s Spokesperson & Media Guidelines. Please find more business days from the date of submittal.
specific actions on Gruppo Campari’s Global Digital Guidelines.
Q&A PROCEDURE FOR THE SUBMITTAL OF NEW COMMERCIAL
THE INTERNAL APPROVAL COMMITTEE + PROCESS COMMUNICATIONS TO THE INTERNAL APPROVAL COMMITTEE
GRUPPO CAMPARI CODE ON AND RESPONSIBILITIES It shall be the responsibility of all Gruppo Campari in-market companies to
COMMERCIAL CAPABILITIES The responsibility for the compliance with this Code resides primarily with timely submit to the Internal Approval Committee (committee@campari.
the relevant Gruppo Campari in-market companies, which will ensure com) all Commercial Communications (regardless of the medium used)
CSR INFORMATION
that all Commercial Communications issued in their respective markets which contain new creativity, whether verbal or in images not merely
comply not only with the applicable laws and industry self-regulation reproducing the products and the way to serve them. For the avoidance
rules, but also with this Code. It is however acknowledged that in the of doubts, the simple adaptation of campaigns already approved
digital era Commercial Communications often travel across borders and for other markets or new campaigns only containing product-related
their impact on the public needs to be evaluated from a broader viewpoint images and recipes do not need to be submitted to the Committee. The
than solely that of their intended market of destination. In fact, Gruppo Campari in-market companies shall refrain from airing any such new
Campari seeks to prevent that any of its Commercial Communications is Commercial Communications before having received the approval from
considered offensive or improper by consumers in other markets where the Internal Approval Committee, which shall be deemed to be given in
Gruppo Campari operates. In order to ensure a consistent application of the absence of any contrary notification within 4 business days from the
this Code among all Gruppo Campari companies and analyze the cross- date of submittal. It is strongly recommended that any new Commercial
border implications of Commercial Communications, an Internal Approval Communication that is viewed as possibly controversial is submitted at
Committee (the “Committee”) has been established, whose decisions an early stage of its realization process, so to allow a thorough analysis
shall be final and binding. The Committee is composed of representatives and suggestions for amendments or improvements. Any new Commercial
of the Group Strategic Marketing, Corporate Legal, Public Affairs and Communications in languages other than English and Italian, have to be
Communications & Sustainability functions. The Committee will review provided with a full English translation of their verbal parts.
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OUR BRAND
BRAND POSITIONING
CSR INFORMATION We have developed links with the most relevant trade organizations in
the markets in which we have our own distribution network, with a view
PRODUCT INFORMATION
to creating synergies that will facilitate harmonious growth in compliance
with local regulations. At global level, Gruppo Campari is today a member
BRAND IDENTITY
GRUPPO CAMPARI’S POSITION ON CORPORATE of several institutional, trade or not-for-profit organizations, with which
GLOBAL CAMPAIGN
SOCIAL RESPONSIBILITY we work to promote the responsible consumption of our products and the
Davide Campari-Milano S.p.A., together with its affiliates (‘Gruppo proper use of methods to promote and sell our brands.For more information
PACKAGING Campari’), is a major player in the global beverage sector, trading in please follow this link to Gruppo Campari’s dedicated website section:
over 190 nations around the world with leading positions in Europe and
SOCIAL MEDIA GUIDELINES the Americas. The Group was founded in 1860 and today is the sixth-
largest player worldwide in the premium spirits industry. The Group’s
PR TOOLKIT
portfolio, with over 50 brands, spans spirits, the core business, wines
Q&A
and soft drinks. Please follow this link to read our latest reporting
on Responsible Marketing:
GRUPPO CAMPARI CODE ON Gruppo Campari supports a responsible consumption of alcoholic drinks
COMMERCIAL CAPABILITIES and strongly condemns alcohol abuse; we are focused on making sure
that our people always represent a model of responsible consumption
CSR INFORMATION of alcohol in their daily life. Furthermore, we acknowledge the power
of communication as a competitive driver and we protect our customers
and consumers by adopting a Code On Commercial Communications
with specific and detailed provisions.
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TO INDEX 100
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Aperol Brand Manual 2022 Refresh

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Aperol Centenario (page 11)

Global Campaign (page 64)

GRUPPO CAMPARI CODE ON

SOCIAL MEDIA GUIDELINES

GRUPPO CAMPARI CODE ON

FROM LOCAL RITUAL

GRUPPO CAMPARI CODE ON

SOCIAL MEDIA GUIDELINES

FIRST ADVERTISING CAMPAIGN

SOCIAL MEDIA GUIDELINES

GRUPPO CAMPARI CODE ON

BRAND POSITIONING 2011

GLOBAL CAMPAIGN AN HISTORICAL MILESTONE

APEROL NEW BRAND VISUAL IDENTITY

SOCIAL MEDIA GUIDELINES

GRUPPO CAMPARI CODE ON To celebrate its 100th anniversary, Aperol launched

To mark the momentous year, Aperol launched

BRAND POSITIONING IMAGERY

• V ibrant • Effor tless

Uplifting the moment

Fitting for many

Fitting with food Mixable Rit

SOCIAL MEDIA GUIDELINES BRAND LOOK

GRUPPO CAMPARI CODE ON

KEY BRAND PROMISE

WE ARE YOUNG AT HEART

SOCIAL MEDIA GUIDELINES

WE ARE APEROL AND THIS

LIGHT THAT ORANGE SPARK.

UNIQUE ACCESSIBLE TASTE

SOCIAL MEDIA GUIDELINES VIBRANT

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SOCIAL CONNECTOR OPTIMISTIC

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SOCIAL MEDIA GUIDELINES

BRAND POSITIONING ORANGE

R ITZ RIT UAL

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A unique mix of emotions that best expresses

GRUPPO CAMPARI CODE ON Aperol is inclusive, accessible,

CSR INFORMATION and light-hearted.

WHAT IT Aperol is neither posh

Aperol needs to ensure a cool and accessible

SOCIAL MEDIA GUIDELINES

There are universal

SOCIAL MEDIA GUIDELINES

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• Open-minded, easy going, optimistic, socially outgoing

CONSUMPTION • Over-index in consumption

SOCIAL MEDIA GUIDELINES

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PRODUCT INFORMATION STRATEGY:

SOCIAL MEDIA GUIDELINES

PACKAGING FUTURA MEDIUM CONDENSED

MY COLORS PRIMARY COLOR SECONDARY COLOR

SOCIAL MEDIA GUIDELINES COLOR

021 Pantone Coated & Uncoated

SOCIAL MEDIA GUIDELINES

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SOCIAL MEDIA GUIDELINES

The yellow Aperol logo, enclosed into the blue

021 Pantone Coated & Uncoated

SOCIAL MEDIA GUIDELINES 22 mm

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