The Current Podcast: Campari’s Julka Villa on Building Brand Affection in Person and the Power of the Moment

Release Date: January 15, 2025

Introduction

In this episode of The Current Podcast, hosts Damian Fowler and Ilyse Lefering engage in an insightful conversation with Julka Villa, the Global Chief Marketing Officer (CMO) of Campari Group. With a legacy spanning over 160 years, Campari is a powerhouse in the global spirits industry, boasting a diverse portfolio of more than 50 brands, including iconic names like Aperol, Sky, Wild Turkey, and Courvoisier. Julka Villa brings 25 years of marketing expertise in the alcoholic beverage and beauty industries, offering a deep dive into how Campari marries its rich heritage with contemporary marketing strategies to remain relevant and beloved worldwide.

Balancing Legacy with Modern Relevance

One of the central themes of the conversation revolves around how Campari maintains its storied legacy while staying fresh and appealing to today's consumers.

Historical Foundations and Artistic Collaborations

Julka traces Campari’s roots back to the late 19th century, highlighting the brand's early commitment to boldness and visionary thinking. She states:

"If we go back to the roots of the Campari brand, about being bold, about being visionary, about investing in arts... Campari was one of the first, really interacting with artists like painters and designers and giving them the freedom to portray the brand in the way they saw it" (00:56).

This artistic collaboration extended into the 20th century, with partnerships with renowned filmmakers like Federico Fellini in the 1980s and Paolo Sorrentino in 2017. These collaborations not only preserved Campari’s legacy but also infused it with modern creativity, ensuring the brand remained dynamic and relevant.

Embracing Pop Culture and Modern Partnerships

Julka emphasizes the ongoing importance of pop culture in maintaining brand relevance:

"Our partnership with Arts have been more recently renovated in our cooperation with the major film festivals in the world... We are partners of the Cannes Film Festival, the festival in Venice, in Locarno, in Berlinale... That's definitely a modern way to keep the brand extremely aspirational" (03:28).

These strategic partnerships with prestigious film festivals help Campari connect with a broader audience, enhancing its aspirational image while engaging directly with consumers.

Global Brand Strategy and Localization

Campari’s strategy involves a careful balance between global brand consistency and local market customization. Julka explains:

"We have well identified what we call the global brands... depending on the area of the world, the characteristics of the market and the consumers, each individual operating company can compose the best portfolio to have the best performance on the market" (05:01).

In the United States, for instance, Campari focuses on flagship brands like Campari and Aperol, while also investing in newly acquired brands such as Courvoisier. This localized approach ensures that each market receives a tailored brand portfolio that resonates with local consumers while maintaining global brand integrity.

Navigating the Shift Towards Non-Alcoholic Beverages

Addressing the growing trend of non-alcoholic consumption, especially among Gen Z, Julka discusses how Campari is adapting to these shifts:

"There is a coexistence of people drinking alcoholic products and non alcoholic products... They are more conscious. They are not afraid to make a choice that could be out of their pool of friends" (06:38).

Campari is expanding its non-alcoholic portfolio, exemplified by the popular Italian non-alcoholic spritz, Crodino, which has been a staple since 1965. Julka shares plans to launch Crodino in the U.S. market, highlighting the brand’s proactive stance on evolving consumer preferences.

Data-Driven Marketing: Mindset Over Demographics

Julka emphasizes the shift from traditional demographic targeting to a mindset-based approach:

"What really counts today is the mindset and the attitude of people... It's about the motivation and the attitude of people when they are about to make a choice" (09:07).

This strategy allows Campari to create cross-generational appeal by focusing on the underlying motivations and attitudes that drive consumer behavior, rather than merely age or gender brackets.

Innovative Marketing Channels: Emphasizing In-Person Experiences

Recognizing the limitations of traditional social media channels for alcohol brands, Campari invests heavily in experiential marketing:

"Our investment is really put on organizing these kind of events... offering our best signature cocktail in our fantastic lounge" (10:41).

Events such as Coachella, the US Open, and the Australian Open provide Campari with platforms to engage directly with consumers, fostering brand affection through immersive, real-life experiences. These events are then amplified through social media, creating a harmonious blend of in-person and digital marketing.

Building Brand Awareness: The Oil Spill Approach

Julka discusses the strategic “oil spill approach” employed by Campari to build brand awareness for products like Aperol in new markets:

"We start with the city, a major city. We start with specific neighbors and key on trade outlet... then we create the phenomenon of the cocktail and then we expand" (14:13).

This method involves focusing on key venues in major cities to establish a trend, which then spreads organically to wider markets. This approach was pivotal in transforming Aperol from a Venetian staple to a globally recognized cocktail favorite.

Cultivating a Lifestyle Brand

Campari’s brands transcend mere beverages, embodying sophisticated lifestyles and moments of connection:

"Our brands... really stand for a certain lifestyle... they reflect a way of living and a way of appreciating life today" (17:19).

By associating their products with moments of relaxation, enjoyment with friends, and personal recharge, Campari creates an emotional connection with consumers, positioning their brands as integral parts of cherished life experiences.

Conclusion

Julka Villa’s insights reveal a sophisticated and adaptive marketing strategy that honors Campari’s rich heritage while embracing modern trends and consumer behaviors. By leveraging artistic collaborations, global-local strategies, experiential marketing, and a deep understanding of consumer mindsets, Campari continues to build strong brand affection and maintain its status as a leader in the global spirits industry.

Notable Quotes

• Julka Villa on Balancing Legacy and Modernity: “You can see that fast forward to the 80s, we start cooperating with one of the greatest filmmakers in the world, Federico Fellini... respecting the legacy, but at the same time renovating” (02:30).

• On Pop Culture’s Importance: “We are partners of the Cannes Film Festival, the festival in Venice, in Locarno, in Berlinale... keeping the brand extremely aspirational” (03:28).

• Navigating Non-Alcoholic Trends: “They are more conscious. They are not afraid to make a choice that could be out of their pool of friends” (06:38).

• Mindset Over Demographics: “What really counts today is the mindset and the attitude of people” (09:07).

• The Oil Spill Approach: “We start with the city, a major city... then we create the phenomenon of the cocktail and then we expand” (14:13).

Timestamp Reference

For clarity, timestamps are referenced as MM:SS, correlating to the point in the transcript where the quote occurs.