BIG SHIFTS SERIES with Julka Villa, Global Head of Marketing at Campari Group

1. What are CULTURAL shifts that you see emerge over the next 24 months?

FROM: Culture of always on
TO: Choosing when you want to be on

“Young people are realizing the importance of being disconnected. FOMO has been part of culture, but it has brought a lot of stress so people want to choose when they can be reached, and they no longer want to be on all the time anymore”

FROM: Health as a solve
TO: Health as a form of care

“People understand that they need to take care of themselves physically and mentally, not just to solve a problem, but to bring the best of themselves"

2. What are CATEGORY shifts that you see emerge in SPIRITS?

FROM: Alcoholic / vs alcoholic
TO: Customization to the moment

“Until a few years ago, the category was thinking in terms of alcoholic vs non alcoholic but now we need to transcend this distinction and start thinking in terms of moments and ask ourselves, what do consumers want at a specific moment in the day”

3. What are CONSUMER shifts that you see emerge in SPIRITS?

FROM: Product quality
TO: Inspiration

“Consumers increasingly look to travel through products; drinking an Aperol spritz makes you feel like you are in Italy, feeling the breeze of the Mediterranean. Provenance, authenticity and building a ritual are more and more important (…) it’s true in premium but also, increasingly, in mass market brands now”

4. How are MARKETING PRACTICES going to evolve to adjust to these shifts?

FROM: Campaigns  
TO: Advertainment

“It’s no longer about opportunistic visibility or being where the consumer will be, it’s about identifying affinity territories, building platforms that build closer bonds between the brand and the consumer, whether it’s a brand placement that speaks to the brand DNA or a virtual session to engage with the brand world”