Aperol has unveiled a global apertivo campaign titled ‘L’unico. Per tutti,’ which translates from Italian to ‘The One. For Everyone.’ The marketing initiative positions the Aperol spritz as the centerpiece of summer social gatherings in 2025.

Developed in collaboration with DDB Paris, the ‘L’unico. Per tutti campaign emphasizes Aperol’s role in popularizing Italy’s aperitivo tradition worldwide. A key motif is the ‘orange wave’ — a playful representation of the instant recognition and communal joy sparked by the cocktail’s distinctive hue and bittersweet flavor.

Aperol’s special apertivo campaign will roll out across 30+ markets. It will be supported by digital, out-of-home, and influencer-driven content featuring Aperol’s “Friends of the House,’ a curated group of personalities that embody the Italian brand’s convivial spirit.

Image Credit: Aperol