Amaro Montenegro has long been a sensation in Italy thanks to its unique, herbaceous flavour and incredible versatility. Now, as the creative AOR for this legendary brand, our role is to share the spirit’s storied tradition with the United States through social, digital, and creative strategy.
We launched ‘One Spirit, Endless Possibilities’ in 2021, which featured an all-new look and feel, seasonal campaigns, new e-commerce platforms, and activation creative. Influencer marketing was a key part of our ‘liquid to lips’ strategy, so we engaged exciting creators across social media to showcase Amaro Montenegro in action—including cocktail demos, free shipping promotions, and more. On top of this, our work brought Amaro Montenegro to new audiences through curated cocktail kits in partnership with Cocktail Courier, and the mobile amaro pop-up bar, Bar Monte.