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The Hollywood star signs on as the official face of the brand’s 2016 calendar and BitterSweet campaign set to embody the apéritif’s concept of duality
Red Italian apéritif giant, Campari, has appointed Hollywood actress and entrepreneur, Kate Hudson, as the brand ambassador for its 2016 Calendar initiative beginning with a marketing push dubbed ‘The BitterSweet Campaign’ whose full unveiling is set to take place on 18 November 2015.
Multi-faceted, the effort is inspired by the iconography of a presidential election and uses the classic theme as a metaphor for the duality of two opposing sides. The Calendar capitalises on the nature of any election, asking people to take a stand, express an opinion, and vote for a side.
With Campari’s unique taste serving as the epitome of duality, the Calendar cleverly asks people which aspect of the classic apéritif they identify with more: Bitter versus Sweet. This positive duality is brought to life through images developed in collaboration with Hudson, who personifies the two souls of Campari, and fashion photographer, Michelangelo Di Battista.
“Celebrating the flavour complexity of Campari and building on the bittersweet trend makes this year’s calendar unique. Each month embodies the different profiles Campari embodies, alongside Kate Hudson’s incredible talent and ability to switch from approachable, welcoming, and sensual to audacious and seductive,” said Bob Kunze-Concewitz, CEO of Gruppo Campari.
“Michelangelo’s beautiful photography and strong styling brings to life all of the different elements with ease and elegance. With all this in mind, we’re very much looking forward to unveiling it later in the year.”
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