“We want to build that relationship: We want people to understand who Moderna is as a company, and also build trust,” chief brand officer Kate Cronin told Adweek.
“People don’t trust what they don’t know, so if you feel you know a company, you understand the mission, you understand the ethos of a company, you are more inclined to be open to that company.”
Aperol
Don’t tell the Honey Deuce, but its cousin from Italy is in Queens for the summer and partying with all its friends.
Campari Group’s renowned aperitivo Aperol is now an official partner of the U.S. Open, with the Aperol Spritz being poured at a bright orange patio bar near the main entrance to Arthur Ashe Stadium and from an authentic Italian Apé Truck near Court 5. Aperol also partnered with Racquet Magazine to give fans a chance to play on their Racquet House court in Rockefeller Center before the event, and created a Perfect Serve Kit for Cocktail Courier to make an Aperol Spritz at home.
Digital, influencer, paid media, ecommerce and social media campaigns support Aperol’s U.S. Open push, which is just the latest sports foray for Campari. Aperol has been a multi-year partner of the Australian Open, while Campari Group’s U.S. portfolio made Espolon tequila the official sponsor of Lionel Messi’s new home at Major League Soccer’s Inter Miami.
Its Cabo Wabo became the first official tequila sponsor of NASCAR and serves as the official tequila of the Daytona International Speedway, Kansas Speedway, Michigan International Speedway and Talladega Superspeedway. Campari’s Skyy is the official vodka of MLS’ San Jose Earthquakes and NYCFC—as well as the National Football League’s Houston Texans—while its Wild Turkey is the official bourbon sponsor of Nashville SC.
“Both Aperol and the U.S. Open have a rich history, deeply rooted in tradition and hold similar values of bringing people together, making the brand a natural fit for this iconic NYC late summer social occasion,” Andrea Sengara, head of U.S. marketing for Campari, told Adweek. “Tennis tournaments unite people from all over the world in a shared passion, similar to how piazzas in Italy are gathering places to enjoy the joyful togetherness of an Aperol Spritz.”