• by Teresa Buyikian , Yesterday

Aperol asserts its position as the ONLY definitive ingredient for its namesake cocktail in a new global campaign just in time for summer aperitivo season.

In fact, aperol is is an Italian bitter aperitif made with gentian, rhubarb, and cinchona, among other ingredients,” according to Wikipedia. “It has a clear orange hue. Its name comes from apero, a French slang word for 'apéritif.’”

The brand’s new international tagline, "L'unico. Per tutti"  translates to “The Only One. For All,” meant as “a universal message that reinforces Aperol's place at the heart of social moments and everywhere.” 

The centerpiece of the 30-country campaign is an online video and TV spot, seen here, created by DDB Paris, which takes place at a stunning Italian piazza bar.  Servers deliver the bright orange cocktails and drinkers experience an exuberant “wave of recognition” that the brand refers to as the "orange wave."

“Aperol has helped a beloved Italian ritual become a global tradition. This campaign highlights what makes Aperol distinctive: our color, our perfect serve, our sociability, and our Italian flair," said Andrea Neri, managing director House of Aperitifs, Campari Group, in the announcement.

As the number one cocktail in Italy per a 2024 BVA Doxa online study, the Aperol Spritz has seen a global surge in recent years, with Forbes reporting last June that it had reached the number one spot cocktail spot in the U.S. as well, replacing the margarita.

The spot also features what Aperol refers to as “Friends of the House,” a collection of influencers that “embody the distinctive Aperol energy,” including @AlessiaLanza from Italy),  @HandLuggageOnly from the UK, and YouTuber Kamrad from Germany.

The global multichannel campaign will run across TV, VOD, social media, YouTube, OOH, e-commerce and influencer-led content throughout the summer of 2025.