Aperol kicked off its ‘Summer of Spritz Campaign’ with a bold, citywide activation in New York City, signaling the brand’s continued investment in experiential marketing tied to seasonal social rituals. Designed to position Aperol as a central figure in summer apéritif culture, the launch brought together immersive brand moments and digital interactivity.

The activation began with a surprise appearance at Domino Park, where a fleet of branded Vespas and 100 uniformed waitstaff engaged with the public. QR-enabled experiences allowed participants to unlock exclusive offers, including a $5 Uber credit, blending convenience with real-time engagement. Additionally, tastemakers, media, and everyday New Yorkers interacted with the activation, turning the streets into a live canvas for brand storytelling.

This initiative marks the first expression of Aperol’s broader Summer of Spritz campaign, building on the recent launch of its global creative platform, L’unico. Per tutti., and setting the stage for continued cultural relevance throughout the season.

Image Credit: Aperol