Campari to launch £12m Euro review of Cinzano

Campari International plans to hold a European-wide advertising review for its newly-acquired Cinzano vermouth brand. The account is understood to be worth £12m.

The Monaco-based drinks giant last week bought Cinzano from Diageo for an undisclosed sum. The deal completes Diageo’s £225m sale of its non-core spirits brands.

Cinzano’s international advertising has been handled by J Walter Thompson since 1997, but Campari has indicated that this might change as it carries out a review of the brand’s future direction.

Cinzano has not run a major campaign in the UK for some years. Its most high profile TV ads aired in the Seventies and Eighties, and starred Leonard Rossiter and Joan Collins.

Paulo Periggo, Campari’s European regional director, says: “We will be reviewing the communications strategy for the Cinzano brand internationally and we will then apply what we have decided on at a local level.

“It is too early to say what our precise plans are but we would expect to be be holding an advertising pitch.” Periggo adds that Campari plans to invest heavily in the marketing of Cinzano across Europe.

It is already the second-biggest selling vermouth brand in the world, behind Martini, and sells 4.5 million nine-litre cases a year.

Campari products use First Drinks as a distributor in the UK. It is part-owned by rival brand Martini, which has led to speculation that Campari will be seeking a new distributor for Cinzano.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here