Friday 29 March 2024

Kate Hudson is leading lady in the 
2016 Campari Calendar: The voting begins

Campari recently unveiled the full imagery for its iconic 2016 Calendar in New York City, entitled ‘The BitterSweet Campaign’, starring the beautifully charismatic American actress and entrepreneur Kate Hudson. The blonde beauty has taken the stage in this year’s Campari Calendar as two separate candidates in the 17th edition in the Calendar collection, dedicated to celebrating Campari’s unique, intriguing and versatile bittersweet taste profile. This year’s calendar capitalises on the buzz and excitement of elections, asking people to take a stand, express an opinion, and cast their vote via social media, for which aspect of the classic apéritif they identify with more: Bitter vs Sweet.

The growing popularity in bitter flavours in the world of mixology and food also plays a central role for The BitterSweet Campaign. The two sides of the ‘campaign’ are a reflection of Campari’s unmistakable bittersweet taste, whose opposing yet complementary profiles, can be perceived as more bitter, or in contrast, sweeter, depending on the cocktail in which Campari is used and will culminate on ‘election day’ on 1st March 2016.

Throughout the thirteen images, Kate Hudson embodies and personifies these two souls of Campari playing the roles of two different candidates on the campaign trail: one promoting the captivating bitterness platform versus the other supporting a more subtle, intriguing sweetness platform. Each image by acclaimed international fashion photographer Michelangelo di Battista was brought to life further through dramatic sets and a series of stunning outfits created by leading designers including Vivienne Westwood, Versace, Halston, Brian Atwood and Christian Louboutin to name just a few.

On starring in the 2016 Campari Calendar, Kate Hudson comments, “For me, this project meant much more than producing a good calendar, it was a creative process telling a great story. It was a fabulous campaign challenging myself to bring out two different sides to ensure that the pictures told the story in a creative and beautiful way – and that is exactly what we’ve achieved. As a person I lean towards the sweeter side, however my taste buds definitely love bitter! This year’s theme asks people to take a stand for what they believe in, and this is a very powerful message. The 2016 Calendar is a testament to how well Campari knows itself, seeing itself in a contemporary setting proving that no matter how classic the brand is, there will always be a firm place for Campari within today’s contemporary world.”

International fashion photographer Michelangelo di Battista, whose career spans over 20 years, brings this intriguing duality to life in the Calendar’s images. Michelangelo’s dedication and passion towards his craft has led him to adopt a unique and distinctive style of photography capturing a mysteriously alluring radiance from his subjects – a style evident in this year’s Campari Calendar.

On his involvement in the 2016 Campari Calendar, Michelangelo Di Battista adds, “What I loved most about working on the Campari Calendar is the flexibility this year’s theme let me have. As a photographer, this project has given me the opportunity to use my unique sense of aesthetic and well-defined style, which reflects the Campari brand seamlessly. Crucially, each image had to stand alone as well as work as a collection. Working with Kate confirmed we both have a strong desire to deliver perfection, or as close to it as possible. It was the perfect partnership and I think we achieved what we set out to do.”

Bob Kunze-Concewitz, Gruppo Campari Chief Executive Officer comments, “I am excited to launch this year’s Campari Calendar, The BitterSweet Campaign in New York, allowing us to once again celebrate Campari’s uniqueness. The brand is a true icon continuously renewing itself. It has grown from a local Italian bitter spirit to a world-renowned contemporary global brand and I think this year’s Calendar theme inspired by the iconography and mechanism of an election, really captures this essence. It is about showing that there are always two sides to every story, person or product, as is the case for Campari. Kate Hudson perfectly personified the two flavours adding the right amount of theatre and seductiveness which allowed Michelangelo’s creative genius to shine, giving the Calendar the right balance of modern and classic.”

For the first time in the Calendar’s history, consumers are at the centre of the campaign. The public has been called upon to share their opinion and take a stand by interacting with each of the parties involved by following the campaign through Campari’s social channels where exclusive content will be released throughout the campaign, as well keep on top of how each side is performing by using the hashtags #gobitter and #gosweet. A dedicated online platform has also been created where consumers will be able to keep abreast of all the content created, see the progress of each party, take the BitterSweet test to see which party they truly belong to, and, most importantly, vote and take a stand!

The Campari Calendar, of which only 9,999 copies are printed, will not go on sale but will be internationally distributed to friends of Campari around the world.

Leo Burnett Milan created the Calendar theme, The BitterSweet Campaign. Working side by side with photographer Michelangelo Di Battista on the project were Executive Creative Directors Alessandro Antonini and Francesco Bozza, Creative Director Anna Meneguzzo, Associate Creative Director Andrea Marzagalli, Senior Art Director Alessia Casini and Designers Melissa Longa e Josè Mario Vuolo.

Campari is imported, marketed and distributed by Farsons Beverage Imports Company (FBIC) Limited, a member of the Farsons Group.

 

CHOOSE SWEET
#goSweet
Let Campari’s fine sweetness take you on an intriguing journey that introduces you to the subtleties of its original combinations, seducing you with new and wondrous flavours. Isn’t that what this world needs?
That’s why it’s time to choose,
be yourself, choose sweet.
Life is sweeter.

CHOOSE BITTER
#goBitter
As firm supporters of bitterness, we believe that the true essence of Campari’s taste is bitter. Its rousing bitterness captivates your palate, adding a bold kick to your drinks. It is so unique you can even taste it straight.
Friends, now is the time to go bold,
now is the time to stay bitter.
Believe in bitter.
Campari Orange
Created in 1960, it is also known as the “Garibaldi” due to the similarity of the Campari colour with the uniform worn by the hero who united Italy. The Campari of Milan (Northern Italy) meets blood oranges, a symbol of Sicily (Southern Italy).
Recipe:
1 part (1.25oz) Campari
3 parts (top) orange juice
Pour the ingredients into a tall glass filled with ice. Garnish with a slice of orange.

Negroni
Legend has it that on his return from England in 1919, Count Camillo Negroni asked his favourite bar to prepare his usual Americano with seven drops of gin instead of soda. A legend was born and still continues strong today as one of the most famous Italian cocktails in the world.
Recipe:
1 part (1oz) Campari
1 part (1oz) Gin
1 part (1oz) red vermouth
1 slice of orange
Pour all ingredients directly into a rock glass filled with ice. Garnish with a slice of orange.

SUPPORTING SWEET COCKTAILS
Americano
Created in 1933, Campari and red vermouth met ice and soda to create the famous Americano. A legend says that the drink was given the nickname of Primo Carnera, the first Italian to win the heavyweight boxing title, in New York.
Recipe:
1 part (1oz) Campari
1 part (1oz) red vermouth
Splash of soda water
Pour the ingredients directly in an old-fashioned glass filled with ice-cubes, add a splash of soda water and garnish with an orange slice and lemon peel.

Negroni Sbagliato
Invented by a bartender in 1972 in Milan, he was asked to make a Negroni but used sparkling wine instead of gin. This mistake (“sbagliato” is Italian for “wrong”) gave rise to a great success. Ideal for those who want to enjoy a few “bubbles” without having to forgo the classic sharp taste they know and love.
Recipe:
1 part (1oz) Campari
1 part (1oz) red vermouth
1 part (1oz) sparkling wine
In a double rocks glass with ice. Garnish with a slice of orange.
MI-TO
Campari bitter (made in Milan) came together with red vermouth (produced in Turin) in around 1870. It is hardly surprising that the name MI-TO sounds exactly like the Italian word for “myth”.
Recipe:
1 part (1oz) Campari
1 part (1oz) red vermouth
Prepare directly inside a glass which is full of ice and garnish with a peel of orange.

Boulevardier
After leaving the USA due to Prohibition in 1927, the legendary bartender Harry McElhone (the founder of Harry’s Bar in New York) used its most contested spirit – bourbon – to create this drink. It is said that it is named after the first of its many fans, the editor of the magazine The Boulevardier.
Recipe:
2 parts (1oz) Campari
2 parts (1oz) red vermouth
3 parts (1.5oz) Bourbon Whiskey
Pour all ingredients into mixing glass with ice cubes. Stir well and strain into a chilled cocktail glass. Garnish with a lemon twist.
SUPPORTING BITTER COCKTAILS
Campari Seltz
This was the most popular drink in the bar Camparino, opened by Davide Campari himself back in 1915 and which celebrated its 100th year in 2015.
Recipe:
1 part (2oz) Campari
3 parts (top) soda water
Prepare directly inside the glass. Pour the chilled Campari and top up with soda. Garnish with an orange slice if desired.

Campari Spritz
A cocktail full of taste enhanced by the easy mix sparkling aromatic note of Prosecco.
Recipe:
2 parts (1.5oz, 4cl) Campari
1 part (splash, 2cl) soda water
3 parts (2oz, 6cl) Prosecco
Pour all ingredients directly into a glass of wine and garnish with a slice of orange.
Campari Tonic
Simplicity is often the key to the best results. And this drink proves the point. All it takes is a touch of tonic water to make an irresistible, thirst-quenching cocktail.
Recipe:
1 part (1.25oz, 3,75cl) Campari
3 parts (top) tonic water
Build the drink in a juice glass with ice. Garnish with a slice of lime.

Campari on the rocks
The simplest, most classic way of discovering and enjoying Campari’s complexity.
The ice enhances its unmistakable hint of bitter, entering dry and strong on the palate. Best enjoyed as an aperitif.
Recipe:
1 part (2oz, 6cl) Campari
Prepare this cocktail directly inside an ice filled glass. Pour Campari and garnish with an orange slice.

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