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Aperol Celebrates Summer 2025 with a Global Campaign

Aperol, the renowned Italian aperitif brand, is toasting to the arrival of summer 2025 with an exciting new global marketing initiative. This effort, titled “L’unico. Per tutti,” embodies a vibrant tribute to the social essence of the Aperol Spritz and solidifies its status as a global icon, deeply rooted in Italy's rich Aperitivo culture. The campaign will launch across more than 30 countries, ushering in summer with a message that resonates universally, highlighting Aperol’s integral role in social moments around the world.

The Heart of the Campaign

The campaign was masterfully created in collaboration with DDB Paris, showcasing a captivating hero film that follows the journey of an Aperol Spritz being served at an animated bar terrace. This film highlights the drink's unique signature orange color and bittersweet, refreshing taste, which has made it Italy's number one cocktail, despite being a global phenomenon. In 2024 alone, it topped Google searches related to 'spritz', attracting over 20.7 million queries. This exceptional popularity speaks volumes about how the Aperol Spritz has become a staple in social gatherings, whether it's a pre-dinner drink or the centerpiece of a lively evening.

Capturing the Essence of Aperitivo Time

Shot in the picturesque Piazza del Popolo in Ascoli Piceno, the campaign captures the enchanting golden hour of Aperitivo time. This video transports viewers to the heart of Italian culture, where piazzas transform into open-air living rooms welcoming gatherings over shared moments of enjoyment, flavor, and connection. Long before the Aperol Spritz gained international acclaim, it was a cherished tradition in Italy, emblematic of the joyous spirit of community.

The campaign is bolstered by content featuring the Aperol “Friends of the House,” a dynamic collective embodying the energy and lifestyle associated with the brand. Influencers like Alessia Lanza (Italy), HandLuggageOnly (UK), and Kamrad (Germany) lend their voices to bring the campaign to life across various markets, enhancing the local flavor while remaining true to the core message.

Leadership Insight

Andrea Neri, Managing Director of the House of Aperitifs at Campari Group, emphasizes, “At the heart of this campaign is a celebration of Aperol's unique place in global culture. Aperol has helped a beloved Italian ritual become a global tradition. With 'L’unico. Per tutti,' we’re celebrating the vibrant orange wave that accompanies the connections of friends and communities everywhere.”

Alexander Kalchev, CEO and CCO at DDB Paris, adds, “This campaign is all about the vibe of Aperol Spritz. It’s about celebrating that perfectly imperfect moment when people come together to share a drink that truly can claim the word iconic.”

Multi-Channel Approach

Aperol’s new initiative will span a multi-channel approach across various platforms, including television, video on demand, social media, YouTube, out-of-home ads, e-commerce, and influencer marketing throughout the summer of 2025. As the vibrant orange drink continues to symbolize connection, joy, and the essence of the social experience, Aperol invites everyone to indulge in the beauty of Aperitivo and savor the moments shared with loved ones.

With its enduring legacy and commitment to joyful conviviality, Aperol is set to refresh and inspire many this coming summer with its unique charm and flavor. Cheers to an unforgettable summer ahead with Aperol Spritz!

About Aperol

Aperol originated in 1919 by the Barbieri brothers and has become a quintessential aperitif in Italy and around the world. Its secret recipe features a blend of high-quality herbs and roots, ensuring a rich, complex flavor. When paired with Prosecco and a splash of soda, it creates the perfect Aperol Spritz, symbolizing the joys of social connections and memorable moments.