Campari Hometending Kit

The limited-edition of the Campari Hometending Kit was launched in November 2020 in a form of a comprehensive set of barkeeping tools with the intent to keep the community of cocktail lovers together during the pandemic lockdown. The marketing campaign was created taking into account the challenges of the COVID-19 pandemic and the specifics of the South Korean alcohol beverages market. South Korea is widely known for its continually open food and beverage outlets; however, in 2020, the global pandemic crisis shut down bars, which interrupted consumers' lifestyles and opportunities for socializing. Seeking a way to support and encourage its consumers in Seoul to keep doing what they love, the Campari marketing campaign focused on introducing a new “Hometending” (a combination of “home” and “bartending”) culture.
The Hometending Kit was designed not only as a commodity or packaging but also as a new type of media to promote the spirit and philosophy of the brand to customers in COVID-19 times. It consisted of four beverages (Campari, Cinzano Rosso, Bulldog, and Wild Turkey), five must-have barkeeping items (an on-the-rocks glass, jigger, stirrer, strainer, and mixing glass), and a recipe book for beginners to help them to make their favorite drinks at home. The off-trade channel was activated in an unprecedented pandemic situation, and "hometending" quickly became a new buzzword in the local South Korean market. Five hundred of the 145,000 won (approx. $ 130) Campari hometending kits were sold out on the day they hit the market, and a total limited edition of 2,000 Kits was sold out in two months. Moreover, buyers of the kit were inspired to share their impressions and virtually meet for Campari cocktail parties. As a result, during two months of the campaign, more than 150,000 impressions were recorded on YouTube channel, more than 500 hashtags (#CamparyHomtending), and comments from the consumers sharing photos with the kit and process of cocktail making were found on an Instagram channel and official Campari Facebook page added more than 700 new followers.