The in-mall activation was mooted to achieve the following goals:
- position Campari Bitters as the number 1 mix partner with beer
- re-assert Campari’s position as a category leader
- recruit a younger and new generation of enthusiastic and adventurous consumers
- 1,560 consumers sampled (3 days)
- 3,235 consumer calls
- The Ikeja City Mall activation may be likened to a sort of rebirth with the younger generation of consumers most especially.
- The activation presented Campari Bitters as that Bitters that is urbane, outgoing and adventurous; as different from the old-school opinion they earlier held.