Bringing the media together like only Campari can!
Bringing the media together like only Campari can!

PRESS RELEASE: Campari, Saint Lucians favorite bittersweet red aperitif and cornerstone ingredient in the Negroni, is definitely onto something intriguing and awe-inspiring with its brand new campaign.  Distributed by Peter & Company Distribution (PCD) in Saint Lucia, Campari on Friday June 1, 2018, launched their new campaign “Come Together.”

Promoters and Brand Managers coming together
Promoters and Brand Managers coming together

The major components of the campaign were unveiled at a VIP style exclusive party at the ruins Pigeon Island National Park. The event gave purpose to one of the brands mantras: “Campari sets the stage for pleasurable and exciting moments” and guests were not disappointing either. Sticking to the touch of red theme, they made their way to the venue that was decked out in décor fit for a Hollywood premiere.

The launch party brought together some key partners including the media, retailers, local celebrities, event promoters, bartenders and mixologists and of course specially invited consumers.

Speaking at Friday’s event, which was teeming with excitement, Dexter Percil Senior Sales & Marketing Manager at PCD remarked that the new campaign fell in alignment with what Campari stood for, including its charismatic appeal and unusual yet alluring nature. “In St. Lucia and the Caribbean it is this sort of magical appeal that brings us together, to celebrate, to have fun and enjoy drinks with friends in wonderful atmospheres like these,” Mr. Percil says.  He also thanked his team for growing the brand, as well as the media and other partners for continuing to spread the message.

Dexter Percil Senior Sales & Marketing Manager, PCD, addressing Campari “Come Together” launch as MC Money Ron looks on
Dexter Percil Senior Sales & Marketing Manager, PCD, addressing Campari “Come Together” launch as MC Money Ron looks on

Denver Alcee Campari’s brand manager remarked Friday that the “Come Together” campaign was part of a wider Caribbean drive which was now being embraced here. “We like to come together to celebrate and have a good time and this is what Campari is all about. And, I can assure you that you will be seeing and hearing a lot more about Campari in the coming weeks and months as we continue to be innovative and creative,” Alcee says.

For the Campari “Come Together” launch event, Campari also teamed up with the PCD distributed Grace Foods line. With its new “Flava with a Beat” tagline, the combination made for a truly gastronomic event, infused with other brands from the Campari portfolio.

Campari Brand Manager Denver Alcee (second from left) with some PCD team members
Campari Brand Manager Denver Alcee (second from left) with some PCD team members

The “Come Together” Campari campaign will feature brand new billboards, posters and on premise visuals, radio, print and television commercials.  Imagery and TVCs will reflect the coming together of authentic Caribbean elements; the people, the scenery, the nightlife, the music and of course places where Campari best brings it all together – the community bars, restaurants, and outdoor events.

Campari’s “Come Together” unveiling is timely – in sync with the start of Saint Lucia’s carnival, where the brand intends on having a strong, compelling and stimulating presence, during one of the islands major cultural showpieces which runs from June to July.

Friday’s event featured a number of Saint Lucian performers, all offering a taste of the energy and thrill that they are expected to bring out this season with Campari in the mix of course. The performers included Sedale, Shemmy J & Nerdy and Ezra “da Fun Machine” all backed up by the Extreme band featuring Ricardo. The band, performers as well as DJ Levi Chin had guests getting down on the dance floor as soon as the formalities were out of the way.

Bringing the strings and the beat together
Bringing the strings and the beat together

Ahead of Fridays exclusive launch, PCD staff received a first look at the new campaign, during an after work lime on Wednesday May 27, 2018. They were given an overview of the “Come Together” campaign and were treated to food, drinks, cocktails and live performances as well as interactive fun events promoting the Campari brand.

Campari is an alcoholic spirit obtained from the infusion of bitter herbs, aromatic plants and fruit in alcohol and water. With its vibrant red colour, intense aroma and inspiring flavour, Campari has always been a symbol of intrigue and pleasure, which unfurls itself into a captivating drinking experience.