Campari expands 'Respect the Bitter' to wider Caribbean region
Following its success in Jamaica, Campari is broadening its 'Respect the Bitter' campaign to reach a larger Caribbean audience, sharing unique experiences and cocktail recipes with them.
Launched in 2022, the brand commemorates the campaign's second anniversary by engaging consumers in Trinidad, St Lucia, Grenada, Suriname, St Vincent, and The Bahamas.
In a statement, Campari announced that this strategic expansion aims to strengthen its relationship with Caribbean consumers. As part of the campaign, they will reintroduce two distinctive Campari mixes for easy enjoyment and preparation.
Mark Telfer, brand manager at J Wray & Nephew, explained that "The 'Respect the Bitter' campaign allows us to connect with our customers. Observing Campari's growth in the region made it only fitting to extend this campaign to our wider Caribbean supporters."
This year's campaign features the Campari-Orange and Campari-Pineapple mixes – both prepared with one part Campari and three parts orange or pineapple juice, respectively.
Additionally, a Christmas promotion will take place in the six markets mentioned above. Customers who purchase one or two 750ml/1 litre bottles of Campari will have a chance to win a trip to Jamaica Carnival 2024 as well as weekly cash prizes and surprises. The promotion runs from November 1-December 31, 2023.
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