(Apr. 17) Campari is to launch into travel retail a limited-edition art label for 2012 created by the Italian artist Ugo Nespolo. The new label reinterprets Leonetto Cappiello’s 1921 Spiritello print, and has been designed to bring a colourful and eye-catching twist to this classic, as well as a contemporary edge.
“The limited-edition label launches at a time when reinterpretation is proving to be a global trend,” Campari said. “This is particularly prevalent with fashion houses such as Marni and Versace launching diffusion lines in high street stores, making them accessible to a wider audience, much like Campari has been doing for years with art.”
The launch will be supported by special decor and enhanced in–store visibility across key airports worldwide during summer 2012, the drinks brand said.
Gruppo Campari Chief Marketing Officer Andrea Conzonato commented: “The Limited Edition 2012 label is a tribute to the original Spiritello, created beautifully by Leonetto Cappiello, a true milestone in Campari’s history of celebrating art and now permanently exhibited at the Galleria Campari.
“The intention of the limited-edition label is to pay homage to the heritage of the Campari brand, and celebrate it in a fresh and original way. The new limited-edition label is eye-catching, colourful and modern, and we’re sure it will catch the eye of consumers.”
Artist Ugo Nespolo commented: “Having worked closely with Campari for a number of years, I have a fully comprehensive and deep understanding of the brand and its values. As such, I’m obviously very familiar with the legendary Spiritello design, and it’s a real honour for me to be asked to create a new interpretation of this beautiful artwork, originally created by such a celebrated artist.” (Peg)
