Pampelle’s ruby red grapefruit aperitif is the drink of summer and was the focal point of the “Summertime, anytime” campaign, but “like many companies who faced the challenges of the pandemic the Pampelle brand and product storytelling was impacted which prevented it from reaching its target markets through traditional face to face selling.” Our brief was to create a brand device that could be mailed to “surprise and delight” target audiences and to “...assist Pampelle’s PR efforts in cutting through the market, keeping its brand at top-of-mind amongst consumers who would adopt the beverage as their go-to for the summer period and beyond,” Max Fato, Arid Zone Sales Director, explained.
Pampelle’s strategy included targeting media outlets and influencers, educating the market on the Pampelle story, offering advice on how to best enjoy the product, and supporting in-store activation with national retail outlets to accelerate sales. Tactics included pitching recipes, hosting Summertime Anytime ZOOM cocktail masterclasses and distributing the product to key audiences with a highly engaging Pampelle at-home sampling pack.
“Our aim was to help build greater awareness of the Pampelle brand and position it as the most loved aperitif for summer,” continued Max. “With in-store tastings being cancelled the sampling pack was the best way to get the product into media influencers’ hands and onto their palettes, allowing them to to enjoy a tangible product experience and to facilitate their transition from occasional consumers to brand ambassadors.”
The cleverly designed packaging transported its owner to a coastal Mediterranean beach with vibrant visuals and specific inclusions - a branded glass, mixer, straw, bottle opener and the hero grapefruit garnish - to accompany the Pampelle bottle. The packaging and its contents made for an immersive experience that modern consumer goods are often devoid of.
The custom pack grew engagement through numerous unique media outlets providing coverage and saw an impressive uptake of influencers sampling the product on social posts. Mainstream media outlets included major mastheads Elle, news.com.au, Mamma Mia, and Channel 7.
We’re proud to deploy our 35 years of experience in branded product design, sourcing, and global know-how to assist our clients and their campaigns. Our experienced team of product specialists collaborate with brands to conceptualise, create, and deliver the perfect product fit for campaign objectives. Our comprehensive online product catalogue features 1000’s of ideas to promote your brand, or we can create unique custom products to cleverly engage your target market and strengthen your brand, as evidenced by the success of the Pampelle campaign!
Pampelle’s CEO had this to say about the campaign’s success:
“The Promotional Pack Campaign has contributed significantly to the positioning of our business over the past 12 months. It has assisted our sales team to further develop existing retailer relationships, increasing sales as well as reinforcing our brand and value proposition with consumers. We strongly acknowledge the contribution of Arid Zone to the campaign success. They were our strategic partners during a time when our marketing efforts were severely restricted.”
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