Aperol serves up a splash of Italian summer with a global campaign

Aperol is kicking off summer 2025 with a new global campaign titled "L’unico. Per tutti". 

"L’unico. Per tutti" is rooted in Italy’s world-famous Aperitivo culture and unfolds in a classic Italian piazza. It launches in over 30 countries and celebrates Aperol’s role in shaping social moments everywhere.

Developed in partnership with DDB Paris, the film follows the journey of an Aperol Spritz being served on a lively bar terrace. Its arrival triggers what the brand calls an “orange wave”, a ripple of recognition that nods to the drink’s distinctive presence and instantly recognisable hue.

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The campaign also doubles as a celebration of the golden hour – the heart of the Aperitivo moment – and was filmed in the sun-soaked Piazza del Popolo in Ascoli Piceno. 

According to the brand, Aperol Spritz remains the number one cocktail in Italy, topping Google’s spritz searches with more than 20.7 million queries in 2024. Whether as a pre-dinner ritual or social occasion in its own right, the Aperol Spritz continues to be a drink synonymous with shared experiences, connection, and unwinding with friends.

Supporting content includes a cast of Aperol “Friends of the house”, a collective of creators who channel the brand’s signature energy in their home markets. These include Alessia Lanza (Italy), HandLuggageOnly (UK), and Kamrad (Germany).

The multi-channel push will run across TV, VOD, social media, YouTube, OOH, e-commerce, and influencer-led content throughout summer 2025.

“At the heart of this campaign is a celebration of Aperol's unique place in global culture. Aperol has helped a beloved Italian ritual become a global tradition, and today, when people think of a spritz, Aperol comes to mind," said Andrea Neri, managing director, House of Aperitifs, Campari Group.

"With 'L'unico. Per tutti,' we're celebrating the vibrant orange wave that accompanies the connections of friends and communities everywhere. This campaign highlights what makes Aperol distinctive: our colour, our perfect serve, our sociability, and our Italian flair," added Neri.

"This campaign is all about the vibe of Aperol Spritz. It's about celebrating that perfectly imperfect moment when people come together to share a drink that truly can claim the word iconic. We wanted to keep things simple and transport you to this charming Italian piazza and capture the Aperitivo moment in an authentic and universal way," said Alexander Kalchev, CEO and CCO, DDB Paris.

Aperol’s latest global push comes at a time when brands are doubling down on ownable rituals and cultural codes to drive emotional resonance and brand salience. As consumer attention fragments across platforms, distinctive brand assets – like Aperol’s orange hue and the Spritz ritual – have become critical shorthand for recognition and recall.

Similarly, gin brand Bombay Sapphire launched its global campaign "Step into the blue". Central to its campaign is the brand's signature blue bottle against vivid backdrops of nature such as rooftops at sunsets or coastal scenes to evoke a multisensory experience. 

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