Select Aperitivo: to Paint the Town Red

Hi friends, it’s getting a little chilly outside. I got this sweet and spicy Select Aperitivo to warm you up. Let’s take a sip!

Select Aperitivo, with an eye-catching red

Select Aperitivo is an aperitif that originated in Venice, Italy. It has a deep red color and bitter-sweet flavor profile, coming from juniper berries, rhubarb, and various other herbs and spices. I came across Select’s #SelectSpritzWeek campaign while researching for Aperol Spritz, and it immediately caught my eye with its vibrant red vibe.

Select Spritz Week at a glance

The Select Spritz Week was launching in Venice from the 25th to the 28th of May. It is a combination of social media campaigns and real-life events, with multiple marketing videos and a #SelectSpritz that allows people to post and share their experiences.

• Collaboration with OceanSpace: Select Spritz Week had an official partnership with a Venice-based charity, Ocean Space, whose goal is to raise awareness of the preservation of the ocean through art. Through Select’s collaboration with a charity, the brand took the initiative to build a socially responsible brand image.
• Grand opening of Ca’Select: The Select Spritz Week also featured the launching of this new home, Ca’Select, to the Select Aperitivo. The brand’s Instagram page shared intricate details of the new place’s interior design, setting a goal to become a new hub for culture and social events, allowing people to share stories and passions with a sip of Select Spritz.
• Other Micro-Events: The Select Spritz Week also featured various types of micro-events: literary aperitivo in the Acqua Alta bookshop, the masterclass with master perfumer of The Merchant of Venice, a visit to the historical Conservatorio Benedetto Marcello, etc. It aimed to integrate culture into the experience of drinking the Select Spritz while encouraging people to share their experiences on social media.

How did the campaign go?

The campaign wasn’t that successful, in my opinion. Judging by the results, there was very little posting with the hashtag #selectspritzweek (193 posts, I couldn’t believe my eyes). Also, looking at the comment sections of these captivating campaign videos, I couldn’t believe I only saw a handful of comments (while it’s an account with 13k followers). Last but not least, only a handful of articles appeared when I searched on Google for this campaign. Even though it was a major global campaign, it seemingly did not create a major global excitement.

Maybe next time, they should collaborate with celebrities and KOLs. Doesn’t that always spur some trends? What do you think?