Aperol Spritz x Music Festival Research
Over the last 2 months of my master’s program at SDA Bocconi, I had the opportunity to work with Campari Group on a consulting project aimed at developing an experiential brand strategy for Aperol in the SEMED region, using music festivals as a platform to enhance brand equity and reach new audiences.
We collected data, selected target personas, analyzed the market, identified key music festivals, and mapped out competitors to define a final activation concept that would connect with festival-goers in a unique and genuine way.
All of this culminated in a short to long term strategy plan for Aperol Sounds, an offshoot brand for Aperol to activate with at music festivals, placing the concept of “togetherness” & “spreading joy” at the core. We developed a bottom-up approach to select the right music festivals and create a memorable experience during, pre- and post-event.
We collected data, selected target personas, analyzed the market, identified key music festivals, and mapped out competitors to define a final activation concept that would connect with festival-goers in a unique and genuine way.
All of this culminated in a short to long term strategy plan for Aperol Sounds, an offshoot brand for Aperol to activate with at music festivals, placing the concept of “togetherness” & “spreading joy” at the core. We developed a bottom-up approach to select the right music festivals and create a memorable experience during, pre- and post-event.
![](https://freight.cargo.site/t/original/i/f5afd1d65f5700e77ba5ff982d2a4e501a2c3ab14f72a730b3255ae59b5e017a/Screenshot-2024-01-10-at-5.02.13-PM.png)
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![](https://freight.cargo.site/t/original/i/c47a77938a2c8752a1f857fdd02006cf350c27ce032fc706218d596804088661/Screenshot-2024-01-10-at-5.42.22-PM.png)
![](https://freight.cargo.site/t/original/i/5b0f2992d0f568f6d4721cadd2009ae32c05a8fa694e774d5a3fb834575838a5/Screenshot-2024-01-10-at-5.02.31-PM.png)