Another year of Campari Carnival for the region
Campari Carnival Queens Leslie Chapman-Andrews of Barbados, Jamaica's Shanice Allen (center) and Trinidad's Rinelle Francis
Continuously raising the bar and increasing its regional footprint is one of several key actions for Campari in the Caribbean. The Italian icon, which is known for its style, flair, distinct taste, and features in some of the world’s most popular cocktails has made the Caribbean its new home, bolstering the drinking experience of the region with easy-mixes such as Campari Pineapple, Campari Orange, and Campari Grapefruit.
Parading costumes, flamboyant feathers, dazzling designs and mesmerizing music, Caribbean carnival road marches have provided the perfect backdrop for the brand to immerse itself in the region’s cultural heritage practices for the past three years.
“Campari is the drink for all to come together with, for a pleasurable bitter sweeter better drinking experience. It’s a fusion of its European origins and the Caribbean’s sweet sounds of soca, dancehall, reggae, deanery and others,” expressed Kamal Powell, Marketing Manager for Campari in the region.
Senior Commercial Manager Quintin Mass (left) Regional Marketing Manager Kamal Powell and Trinidadian Brand Manager Renaldo Garcia (right)
Making massive appearances in Trinidad, Jamaica, Barbados, Bahamas, Guyana, St. Lucia, Antigua & Barbuda, and St. Vincent & The Grenadines, the brand has earned the moniker The drink of Carnival. With eye-catching branding engagements, photogenic Carnival Influencers and Queens, game-changing retail activations, and a dominant social media presence, Campari’s regional thrust has been no easy feat. Powell acknowledges: “Rome wasn’t built in a day, and our current regional position is the result of not only hard work from our end, but our brand consumers and adorers who have flown the brand’s flag high at all of their respective drinking occasions.”
As Trinidad Carnival 2020’s road march days’ loom on the horizon for the brand, Campari expects to surpass all achieved for 2019 in order to energize and mobilize the brand for the rest of the year regionally” continued Powell.
As the greatest show on earth comes to an end on Tuesday, February 24, the next stop for the brand on the Carnival train will be in Jamaica starting that very same weekend until the country’s road march on Sunday, April 19 followed by Barbados, St Lucia and Guyana.