Aperol launches new integrated ‘Spritz State of Mind’ campaign via Mindshare New Zealand

Aperol has unveiled a data‑led, integrated campaign designed to reposition the brand from a summer-only favourite to a year-round choice in New Zealand’s drinks landscape.

Mindshare, a WPP Media agency brand, was tasked with challenging entrenched consumption habits and elevating Aperol’s role in both on-premise and at-home occasions. Every activation is custom-built, reflecting a commitment to innovation and a deep understanding of the New Zealand market.

The “Spritz State of Mind” campaign leverages bespoke media, event, and cultural activations to go beyond media placement and change category behaviour.

The campaign brings together leading New Zealand media partners TVNZ, SKY, LUMO, Shout, Remix, and Our:House Festival to deliver an omni-channel strategy, that works hard to surround the audience, creating new and lateral associations and winning more occasions:

Broadcast Innovation: TVNZ’s “Spritz Mode” introduces ASMR-style creative ads that capture the satisfying sounds of a Spritz during key “Aperitivo Hours” on air, using data-driven targeting to maximise relevance and impact.

• Sport Integration: A branded segment integration within the ASB Classic introduces the “The Aperhour” and a sponsorship of the Australian Open on SKY aligns the brand with premium sporting moments.
• Dynamic OOH: Two large-scale advertising takeovers with Shout, transform high-traffic sites on Nelson Street and Ponsonby Road into unmissable brand experiences with immersive visuals and creative 3D installations. LUMO brings real-time weather and proximity triggers to target creative to drive OOH engagement.
• Festival Partnerships: An Our:House Festival takeover ensures the campaign resonates with trendsetters and delivers authentic cultural cut-through at one of NZ’s hottest music festivals.
• The Aperoller: A branded activation which sees a bespoke Spritz van take Aperol on the road to targeted locations.
• Content & Influence: The “AperRoller Summer Series” a content-driven activation with Remix will see key opinion leaders create and share Aperol inspired content, that will generate buzz and reach trendsetters.

Says Scott Fairbairn, Campari Group Marketing Director: “Our ambition was to move Aperol beyond seasonal relevance during the summer-time and make it a fixture in Kiwi social life year-round. By partnering with media owners who share our appetite for innovation, WPP Media has helped us deliver a campaign that’s both strategically robust and creatively distinctive.”

Says Emily Scovell, WPP Media New Zealand Chief Strategy Officer: “Spritz State of Mind is a testament to the power of integrated thinking and true partnership. By uniting media, events, and culture, we’ve created a campaign that not only delivers for Aperol but also sets a new standard for what’s possible in the market. This is Good Growth in action—breakthrough results, delivered through collaboration and creativity.”

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