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.