On our agenda for today, we had two media visits. Our first media visit (and my favorite of the day) was at Burson-Marstellar (a public relations firm). I was extremely impressed with the presenters and the work they had presented. The presentation that really stood out to me was the creative director of Campari’s series of videos and his creative process.
As he started talking about his product, he showed us the bottle of red alcohol. He mentioned what the bottle of alcohol stood for and what it represents. I was shocked at how well Campari was branded and how popular it was over in Italy. I had never heard about it in the United States, so it was definitely exciting to hear him talk about it.
Once he gave us a bit of a background, he pulled out the plastic cups and ice. Looking at the nice, juicy red color, I was excited to try it. From what he described and from what I saw, I was expecting something tasty.
Boy, was I wrong. As we all got our sample of Campari, we all waited for each other to take the first sip. He made us stir it, smell it, and then take a taste. Well, when I first stuck my nose in the cup, it was absolutely nothing like I was expecting. To me, it smelled like one hundred year-old cough syrup. Suddenly, I was not excited for the tasting. I finally mustered up the courage like all of my classmates did and took a swallow. I was immediately “wowed” but not in a good way.
Not expecting the taste from what the creative director had described, it had finally sunk in that the word “unique” was definitely right about this drink. Although the taste was strong and powerful, the message that the drink gives itself are those two words. In the end, it makes perfect sense.