AUCKLAND, Today: Aperol is dialing up a year-round mindset, rolling out a data-led, integrated campaign to move the brand beyond summer and into everyday moments across New Zealand’s drinks scene.
Tasked with shifting entrenched habits, Mindshare focused on expanding Aperol’s role across venues and at home, building bespoke activations that reflect local insight, innovation, and how Kiwis actually socialise.
At the heart sits the Spritz State of Mind platform, designed to go beyond media placement and actively reshape category behaviour through culture, experiences, and smart channel choices.
Partnering with TVNZ, SKY, LUMO, Shout, Remix, and Our:House Festival, the campaign delivers an omni-channel approach built to surround audiences, spark fresh associations, and unlock more occasions.
“Our ambition was to move Aperol beyond seasonal relevance during the summer-time and make it a fixture in Kiwi social life year-round.” – Scott Fairbairn, Campari Group Marketing Director
- Broadcast Innovation: TVNZ’s “Spritz Mode” introduces ASMR-style creative ads that capture the satisfying sounds of a Spritz during key “Aperitivo Hours” on air, using data-driven targeting to maximise relevance and impact.
- Sport Integration: A branded segment integration within the ASB Classic introduces the “The Aperhour” and a sponsorship of the Australian Open on SKY aligns the brand with premium sporting moments.
- Dynamic OOH: Two large-scale advertising takeovers with Shout, transform high-traffic sites on Nelson Street and Ponsonby Road into unmissable brand experiences with immersive visuals and creative 3D installations. LUMO brings real-time weather and proximity triggers to target creative to drive OOH engagement.
- Festival Partnerships: An Our:House Festival takeover ensures the campaign resonates with trendsetters and delivers authentic cultural cut-through at one of NZ’s hottest music festivals.
- The Aperoller: A branded activation which sees a bespoke Spritz van take Aperol on the road to targeted locations.
- Content & Influence: The “AperRoller Summer Series” a content-driven activation with Remix will see key opinion leaders create and share Aperol inspired content, that will generate buzz and reach trendsetters.
“Spritz State of Mind is a testament to the power of integrated thinking and true partnership.” – Emily Scovell, WPP Media New Zealand Chief Strategy Officer
Scott Fairbairn, Campari Group Marketing Director says, “Our ambition was to move Aperol beyond seasonal relevance during the summer-time and make it a fixture in Kiwi social life year-round.
“By partnering with media owners who share our appetite for innovation, WPP Media has helped us deliver a campaign that’s both strategically robust and creatively distinctive.”
Emily Scovell, WPP Media New Zealand Chief Strategy Officer says, “Spritz State of Mind is a testament to the power of integrated thinking and true partnership.
“By uniting media, events, and culture, we’ve created a campaign that not only delivers for Aperol but also sets a new standard for what’s possible in the market. This is Good Growth in action—breakthrough results, delivered through collaboration and creativity.”
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