CEPs weekly – What are all the beautifully coloured cocktails everyone is drinking?
We’re launching a new content series called 𝐂𝐄𝐏𝐬 𝐰𝐞𝐞𝐤𝐥𝐲. The intent is to bring to life Jenni Romaniuk’s Category Entry Point framework and theory through applied examples. First up is Campari Group owned 𝐀𝐩𝐞𝐫𝐨𝐥.
Aperol is a quintessential liquor, notorious for it’s distinctive bright orange liquid colour. It has a flavour profile that combines bitter, sweet & tangy notes made from a secret recipe of bitter and sweet oranges, rhubarb and other herbs & roots.
In the 1950s, the Aperol Spritz cocktail was created – 3 parts prosecco, 2 parts Aperol and 1 optional splash of soda water + ice cubes and slice of orange garnish. The cocktail has gone from being “something you know because you’ve visited Italy”, to becoming mainstream Globally.
There’s a huge number of intertwined factors at play behind Aperol’s continued success. One of which we believe is they do seem to have swallowed and expertly executed against the theory outlined in “How Brands Grow” by Byron Sharp…
1.Distinctiveness
Bright, distinctive and noteworthy colour of liquid in glass which is given heightened prominence in wide reaching comms – a great Distinctive Brand Asset.
2.Consistency
Fresh execution of a consistent creative idea over time and through the line – avoiding change for change sake
3.Category Entry Points (CEPs)
And finally, we come to Aperol’s application of CEPs. The idea “It starts with Aperol”, is based on the spirit’s role as an Italian aperitif. The Aperol team seem to have both actively refreshed this “before dinner” CEP and built new memories across a broader set of CEPs relevant to “Summer socialising”, by promoting the brand in and around culturally relevant events – be that sport, music, food or fashion. By centring comms messaging around a wide range of CEPs, the creative message is always a) continually refreshed in interesting ways, without ever being too big leap for the brand and b) is relevant, and more importantly, slightly more likely to be triggered in consumers’ minds, during these summer social moments.
All in all, we think it’s a great example of how the “theory” can translate into practical and effective application across the marketing mix.
What do you think about the marketing behind this beautifully coloured cocktail that everyone seems to be drinking?
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