Welcome to
Piazza Aperol.
The Challenge
Few cocktails have captured the hearts of drinkers more than the Aperol Spritz.
Not only does Italy’s number one cocktail stimulate the taste buds, but it also captures a unique moment when friends come together to celebrate the end of the workday. So when asked to design an activation to bring the Aperitivo moment to drinkers throughout the UK, we jumped at the chance.
The Insight
As the world has gotten back to normal post-pandemic, drinkers are looking for much more from their experiences. If we were going to deliver on this, we needed to create a great experience and we needed to do something on a scale that was going to really impress!
The Action
Piazza Aperol became our central theme to capture the hearts and minds of our drinkers and place Aperol Spritz centre stage as the first drink of the evening. Our stunning flagship terrace concept began as a two-week pop-up in Covent Garden. The central Covent Garden Piazza Aperol instantly became a must-see destination and provided our guests with a series of stunning Instagrammable setups.
The Results
Over the 11 days the main activation in Covent Garden was in place, more than 25,000 Aperol Spritz serves were made.
On exit of the activation, we hosted a survey where 91% of guests said they would recommend the event to friends and 97% said they would return themselves.
