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This is a bottle of campari
Transcript of This is a bottle of campari
Campari, is a brand owned by the Italian company Campari Group, active in the global branded beverage industry since 1860, producing spirits, wines and soft drinks. Since its early years the company has always paid a big attention to the corporate communication, developing unusual and particular marketing campaigns with the support of diverse visual tools, designing a long history of images.
Selected images from January of the years 2000, 2006, 2008, 2013 (comparable, since created with the same, or at least similar, technologies).
Object of interest: unconventional corporate communication tool, such as a calendar, used by the company to present itself.
-amount of meanings conveyed by the images;
-significant evolution throughout the years both in the mode of representation and in the quality of the images themselves;
-evident shift from very simple and basic images to more elaborate ones, in the direction of a hyper realistic representation.
A BIT OF HISTORY...
Comparison between three different countries
In Italy drinking is considered a cultural tradition.
2011: first official restriction on the consume of alcohol for people under 16 introduced (in order to show the attention the State should give to this sensible topics)
2013: legal age for alcohol consumption lowered to18
Even though there are this kind of regulations, their enforcement and compliance are still pendant and nobody is strictly following them.
This cultural patterns rooted in the italian society explain why there are neither strict regulations and rules about the consume of alcohol nor limitations for the broadcasting and print advertisement of alcoholic substances.
Social context in Finland
The alcohol legislation and the Finnish drinking culture
Changes in drinking culture in Finland is linked to changes in living conditions, population structure and the general way of life
Alcohol has a central role in common feature, sociability and having fun
Using alcohol is more common and more acceptable among men than women
“European drinking style” not stabilized in Finland
Finns are not used to see similar alcohol campaigns
ALCOHOL LEGISLATION IN FINLAND
Alcohol advertising and promotion is highly restricted by legislation in Finland
Specific guidelines for the advertising of both mild and hard liquors
- Advertising, indirect advertising and other promotion of hard liquors are completely forbidden
- Advertising and promotion of mild alcohol products to a consumer are allowed, however, with various restrictions
“Cranberry liqueur of Lapponia
- Inspired by nature”
“A wave crashes over the vodka,
does anyone hear it?”
“Even within routine lies unexpected happenstance.”
Changes in the visual corporate communication tools throughout the years
There has been a consistent change in the images presented in the various calendars throughout the years.
Images gain more meaning and get richer of details, the subjects become more relevant, the colours acquire importance and the photographer aims to leverage on the emotions of the viewer.
There is a relevant difference between the first two years (2000 and 2006), more similar in terms of contextualization, and the last two (2008 and 2013), more focused on modality and meanings.
The visual corporate communication tools are continuously changing accordingly to the new customers’ needs.
Why there has been this evolution in the images used for presenting simple products, from naturalistic images to hyper-realistic and artificial photos?
- technological evolution
- importance of emotions to catch the attention of customers (normal is boring)
- need to differentiate
- changes in the social context
- need to emphasize the product
- new social messages
Can the new system of meanings conveyed by artificial images be considered true and reliable by the viewer?
The use of enhanced images seems to be one of the most efficient ways to convey certain meanings, however it is very artificial.
Therefore a question is still open: is this system reliable?
DRINKING CULTURE IN VIETNAM
Past: rice liquor produced in households was the only alcohol
Alcohol is drunk over a meal, not separately
More often in the context of family or friends gathering
The bar scene is not yet very popular
Drinking is an unsaid contest between men in many occasions
REGULATIONS ON ALCOHOL ADVERTISING
Alcohol over 15 ABV cannot be advertised at all outside the producer’s premises.
No public liquor advertisement campaign.
Alcohol companies cannot sponsor public events to advertise
Advertising scene of alcohol: only beer
Promotion photo: Vodka Hanoi
Promotion photo: Bluebird Vodka
Promotion photo: Bailey
INTERPRETATION OF CAMPARI CAMPAIGNS
FROM DIFFERENT CULTURAL PERSPECTIVE
-Perfectly in line with others Italian brands’ way of presenting their product.
-Positive feeling and attitude towards the company and its campaigns.
-Complete understanding of meanings and implications of the images.
-Pictures are extremely sexual and provocative, especially in the years 2000 and 2006
-Pictures of the year 2006 would be appropriate in Finland ->Similar kinds of alcohol campaigns has been seen e.g. in 1990s
-Images of 2008 and 2013 could easily fit into Finnish advertisement culture -> Can be seen similar to fashion pictures -> The images are elegant and not against pertinent and discreet guidelines
-Sexually provocative, especially campaign 2000 and 2008
-Implication of "bad lucks" in campaign 2013 and tales in campaign 2008 would be difficult to understand due to different cultural backgrounds
There is a clear evolution in the way Campari calendars present over the years in terms of quality, subtleness and creativity
It represents the Italian’s relaxed view on alcohol and the way they promote ordinary products
The same kind of campaign for an alcoholic drink equally strong to Campari cannot be found in Finland and Vietnam
Different cultures view the Campari calendars differently, hence, this campaign is not equally effective in different countries, there needs to be culture adjustment.
Truong Thuy Ngan
75E20000 Corporate Communication Special Topics
DRINKING CULTURE IN FINLAND
DRINKING CULTURE IN ITALY
Campari advertising campaign: tips for reflection about advertising alcohol in different countries
2) CHANGES THROUGH THE YEARS
4 images (January 2000, 2006, 2008, 2013)
- Technical aspects
- Changes throughout the years
3) ALCOHOL CAMPAIGNS IN OUR 3 COUNTRIES
4) INTERPRETATION OF A CAMPAIGN IN DIFFERENT COUNTRIES