Campari asserts its position as the indispensable negroni
ingredient in its latest ad effort with Sara Michelle Geller.
The campaign, “Stay Bitter,” was created in honor of the 13th annual Negroni Week, which this year is Sept.
22 through 28.
Geller -- whom the brand describes as embodying “the concept of embracing bitterness, both in her former roles and in cocktails” -- is co-hosting the week.
Last year more than 13,000 bars and restaurants in 90 countries participated in Negroni Week, which raised more than $600,000 to support educational scholarships and community-based projects around
the world.
Containing vermouth and dry gin, there’s one ingredient a negroni reportedly cannot be made without: Campari. The bitter herbal-infused red aperitivo from Milan gives the
cocktail its intense crimson color.
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The Stay Bitter campaign “embraces the positive side of bitter, as it can fuel creativity and passion,” according to Campari.
Gellar
appears in online ads, making negronis while discussing her “bitter” acting roles. “I’ve slayed demons,
monsters, stepbrothers and bad exes,” she says in one Instagram spot. “And they always say I’m so bitter. But there’s a beauty in bitterness. Without it, everything would be so
dull.”
Additional promotions appear across Campari’s other social media platforms.
Campari has also collaborated with Imbibe magazine to sponsor a global weeklong
fest that supports slow food, a worldwide movement of community-led initiatives in over 160 countries.
The brand has also dropped limited-edition merch with The Stay Bitter Capsule Collection
of apparel and accessories. Items such as a crewneck sweatshirt, a tote bag and a hat have prices ranging from $40 to $70. It's available online at https://us-shop.campari.com/collections/all, with a
portion of all proceeds donated to the Slow Food Negroni Week Fund.
Live events are also part of the weeklong effort, including activations in Los Angeles and New York City. And a negroni
billboard appears in Penn Station.