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Campari is seeking to distance itself from its ’Luton Airport’

image of the 70s with an edgy print campaign through Grey

Advertising.

The pounds 400,000 burst aims to position Campari as a bitter,

challenging spirit for discerning drinkers.

The first execution, called ’graffiti’, shows a dimly lit alley with the

words ’bitter and twisted’ sprayed on the wall, the word bitter slightly

obscured by a van. In the second ad, a stylish couple gaze out from a

paint-spattered limo. As the woman stares into the camera, her older

companion looks anxiously in the direction of where the paint has come

from.

Both executions carry the strapline: ’Red Bitterness - The unique

spirit. Not for the faint-hearted.’

The ads will run in the style press, men’s magazines and weekend

supplements of the national press.

Lisa Whalley, the group brand manager of First Drinks Brands, said:

’Campari is the eighth-largest spirit brand in the world, yet it still

suffers with its 70s Lorraine Chase image in the UK. This print campaign

builds on ’burglar’, the latest TV ad, to erase the old image and

establish Campari as a stylish and masculine brand.’

Tim Mellors, the executive creative director of Grey Advertising, added:

’Campari is huge in mainland Europe, so we’ve created new ads that work

with the international campaign in order to build on that strength.’

The ads were written by Dave Rimmell and art directed by Paul

Pickersgill.

The media planning and buying is through John Ayling & Associates.