1919 – Birth of the aperitif that will conquer Italy
Aperol is presented at the International Fair of Padua. Created by the Barbieri brothers, its bittersweet taste immediately finds its way into the hearts of Italians.
1920 – The first advertising
Orange becomes the Aperol colour signature, and it still expresses its personality with this characteristic trait.
1925 – Posters in bars
Early advertising posters appear both inside and outside bars with the objective of inviting people to drink Aperol
1930 – Advertising for Women
In the thirties a print campaign dedicated to women is published in major newspapers. Aperol is presented as the liqueur for the fitness conscious, keeping them lean and fit thanks to its low alcohol content.
1950 – Spritz
From the traditional Venetian white wine and soda spritzer, the new Aperol recipe is born: 4 cl Aperol, 6 cl Prosecco and a splash of soda. Spritz becomes an increasingly important element of Aperol communication, but the real spritz revolution takes off in the year 2000.
1960 – “Ah Aperol!” in Carosello
Advertising on the most popular television program of the era, Carosello, brings Aperol to the forefront throughout Italy. While raising his hand to his forehead saying “Ah, Aperol”, Tino Buazzelli coined the catchphrase which spread in the collective imagination of millions of Italians.
1980 – Aperol Girls
The Eighties mark a change in Aperol’s communication strategy. Beautiful and spontaneous, the Aperol girl becomes the Aperol style testimonial: simple, fresh and natural. Holly Higgins enchants Italians by pulling up her miniskirt while getting on her motorbike to meet friends in a bar in Miami, conveying the historical slogan: “I drink Aperol, what about you?”.
1990 – Lorenzo Mattotti – Aperol communication in arts
In the 90’s, Italian artist Lorenzo Mattotti made a series of paintings artistically depicting the pleasure of drinking Aperol. A classic reinterpretation of a fresh and contemporary liqueur, emphasizing an undeniable aspect of the brand: Aperol is a timeless aperitif.
2000 – Aperol sponsors Peggy Guggenheim’s Collection in Venice
In line with the Campari spirit, Aperol manifests its support of the arts through the sponsorship of Peggy Guggenheim’s exhibition in Venice. Every Sunday during the summer months, all guests can enjoy an aperitif on the terrace, offered by Aperol, after admiring the collection, The presence of Aperol is particularly evident during special events, presentations and concerts, where a fresh Aperol Spritz is served to VIPs and guests.
2007 – Happy Spritz, Happy Aperol!
Another memorable on-air spot features Amanda Rosa Da Silva in the role of a leading barmaid catwalking on a row of tables while serving Aperol Spritz to her customers. The closing phrase, “Happy Spritz, Happy Aperol” contributes to the explosive success of the drink in Italy.
2008 – A new look for Aperol
The bottle design is updated to give Aperol a fresh new look, maintaining a strong link with the brand heritage. The project, headed by Maurizio di Robilant, plans to maintain the shape of the bottle and streamline the graphics by making them simpler and contemporary. The label is stylish and more modern, giving greater visibility to the liquid and a medallion with the monogram ‘A’, placed over the Barbieri logo, embellishes it. Particular emphasis is also given to the spritz recipe on the back of the bottle.
2008 “Spritz Life? Aperol Spritz!”
The 2008/2009 campaign focuses on aperitif time and Spritz preparation. The slogan “Spritz life? Aperol Spritz!” is an invitation to enjoy life in a simple, cheerful, spontaneous way with a group of friends. Continuing the tradition of all previous communications, the protagonist of the spot is a red-haired girl, who naturally personifies the ideal friend to meet everyday for an aperitif. Filming was done in a square in Barcelona which depicts the perfect aperitif time atmosphere in a Venetian square, which is now spreading throughout the Italian territory, and beyond its borders.
2010 New Aperol Spritz TV campaign
Aperol is back with a new Spritz television campaign. The protagonists are the iconic Aperol redhead and a resourceful bartender, who creates a fantastic “sunsplash” by putting a slice of orange into her glass while the sun sets into the sea, establishing a celebrated event worldwide from the coolest Formentera and Punta del Este beaches (where the spot was shot), to the closer beaches from Jesolo to Salento.
The song “Street Life” by Randy Crawford has been rearranged in a “garage” style cover, a musical evolution enhancing the spot with “rock” nuances, arranged by musician and producer Ferdinando Arnò.