Our work with Campari Group

Finding the Signature Mix that represents the unique blend of Camparistas around the globe, to help Campari Group attract and engage talent for their growing workforce needs.

About Campari Group

Campari Group is a leading player in the global spirits industry with a portfolio of over 50 premium and super-premium brands. Headquartered in Sesto San Giovanni, Italy, the company operates in over 190 nations and employs approximately 4,000 people.

Summary

The main objective of this project was to develop a global Employer Value Proposition (EVP) and creative platform that reflect and amplify the distinctive values and culture of Campari Group, as well as the unique Camparista experience. To achieve their objectives, Campari sought a global partner who was strategic, credible, and capable of quickly transforming the new framework into engaging deliverables. Universum was initially approached based on a recommendation from Ferrero, a company with a similar Italian heritage and global presence.

Employer Value Proposition and Creative Platform Development

Universum developed Campari’s EVP through our proven methodology. Starting with gathering insights from different levels in the company, different countries and business units, and the external perceptions of Campari’s main target groups. Insights such as in-depth interviews with Camparistas, guided Universum to discover a diverse and cosmopolitan organization, rich in character and personality.

Universum’s EVP Development Perspectives

This led to the concept of ‘Talent Mixology’—a metaphor for the dynamic interplay of people and ideas that define the Camparista experience. The EVP and creative expression were crafted around this concept, with the notion of a ‘Signature Mix’ representing the unique blend of qualities that make Campari an exciting and engaging workplace.

Creative Campaign: "Bring Your Twist"

Once the Camparista essence was well rounded, Universum developed the "Bring Your Twist" campaign to communicate the Signature Mix EVP. The campaign was created with Camparista photo shoots in Milan, New York, and Cape Town. It targeted external talent who may not yet have a strong perception of the Campari Group. It used the metaphor of a "twist" to highlight the unique and sometimes counterintuitive qualities Campari seeks in its employees.

Impact

The successful development of Campari's global EVP and creative platform has enhanced the company’s ability to attract and engage top talent globally, reinforcing its position as a distinctive and desirable employer in the competitive global spirits industry.

Do you want to find the essence of your employer brand?

Partner with Universum to create and communicate an impactful Employer Value Proposition that resonates with your target talent and sets you apart from the competition.

Finding a partner for our employer brand program was not easy. They needed to be global, extremely credible, both soundly strategic and with in-house content production capabilities, as we needed to quickly turn a new framework into engaging deliverables. Among the many providers we evaluated Universum was really the only one up to the task and our relationship proved to be a clear success factor

Lorenzo Fedele

Vice President Human Resources, Campari Group