Case Study: Campari transforms the Gin & Tonic category with Spinach Branding

Campari boosts UK off-trade sales with Spinach Branding's Milanese G&T campaign

Campari, a well-known spirits brand, faced the challenge of reinvigorating the predictable and habitual consumption of the classic Gin & Tonic in the UK market. They partnered with the branding agency Spinach Branding to develop an advertising campaign that would disrupt this established ritual and position Campari as an essential upgrade.

Spinach Branding's solution was "The Milanese Gin & Tonic" campaign, which infused the classic drink with Italian sophistication and style. The strategy involved high-end creative execution across print, digital, and retail touchpoints to position the serve as a cultural statement. This approach by Spinach Branding led to immediate and extraordinary results, including double-digit sales growth for Campari in the UK off-trade market and a successful expansion of their share within the competitive gin-based serves category.

Campari