Campari®, the iconic red Italian bittersweet apéritif, today reveals Hollywood actress and entrepreneur Kate Hudson as the star of its 2016 Calendar, with the full unveil taking place on 18th November.
The BitterSweet Campaign theme for the 2016 Campari Calendar is multi-faceted: first, it is inspired by the instantly recognizable iconography of a presidential election, using the classic theme as a metaphor for the duality of two opposing sides. The Calendar capitalises on the nature of any election, asking people to take a stand, express an opinion and vote for a side. With Campari’s unique taste serving as the epitome of duality, the Calendar cleverly asks people which aspect of the classic apéritif they identify with more: Bitter vs Sweet.
This positive duality is brought to life in the Calendar’s images through a collaboration between Kate Hudson, who will embody and personify the two souls of Campari: the captivating bitterness versus a more subtle, intriguing sweetness and fashion photographer, Michelangelo Di Battista.
A unique and unmistakable recipe has characterized Campari, the aperitif par excellence, for over 150 years. The inimitable Campari recipe, used as the basis of many cocktails served worldwide, has been kept the same since its inception and remained a closely guarded secret, passed down over the years.
Campari was the result of Gaspare Campari’s experiments in concocting new beverages. It is still produced today with the same ingredients and following the confidential recipe which remains a secret known only to the very few people in charge of the production process.
Campari is the result of the infusion of herbs, aromatic plants and fruit in alcohol and water; these last two being the recipe‟s only known ingredients. Many have guessed simply at the number of ingredients: some say there are 20 or 60, but others list the ingredients at 80.
Over time, appreciation and respect has grown for this historic and unique brand, which is now recognised and appreciated worldwide.
The history of Campari began in Novara in 1860. About forty years later, Campari’s first production plant was opened in Sesto San Giovanni and the company began to export the brand overseas. It was the beginning of a success story that today still has no sign of stopping.
In continuous evolution, an image of fashion, international, and constantly cutting-edge, with a style that defines and precedes trends and fashions. Campari persistently follows sophisticated atmospheres that are stylish and emotional. Campari has always been distinguishable thanks to its style, class and elegance.
On starring in the 2016 Campari Calendar, Hudson comments, “I was honored to be invited to shoot the 2016 Campari Calendar. This year’s theme plays off the upcoming election, which is the perfect metaphor for the many Campari flavour choices. I loved working with Michelangelo to create two distinctive characters embodying bitter and sweet.”
Michelangelo Di Battista also comments on his involvement in this year’s project, “Campari is a brand that has always had a clear sense of aesthetic and well-defined style, which is exactly what I pride myself on. Kate’s enthusiasm and ability to switch between the two personalities allowed me to create images I hope are fresh, inspiring and imaginative.”
Bob Kunze-Concewitz, CEO of Gruppo Campari sums it all up by adding, “Celebrating and personifying the flavor complexity of Campari and building on the bittersweet trend makes this year’s calendar unique. Each month embodies the different profiles Campari embodies, alongside Kate Hudson’s incredible talent and ability to switch from approachable, welcoming and sensual to audacious and seductive. Michelangelo’s beautiful photography and strong styling brings to life all of the different elements with ease and elegance. With all this in mind, we’re very much looking forward to unveiling it later in the year.”