Case study / Lifestyle commerce platform

Aperol Spritz

Turn a joyful aperitivo into a lifestyle people can wear, share, and return to.

Project photographyMedia to be supplied

Scope

Creative directionProduct developmentEcommerceInfluencer marketingPaid mediaRewards fulfillment

The challenge

Aperol wanted to bring its first dedicated merchandise shop to the US while strengthening brand awareness, loyalty, consumer engagement, and the reach of its ambassador and sponsorship programs.

The approach

Craftwork developed a custom lifestyle merchandise and content program around Aperol’s joyful orange identity. The work connected the official shop, Tennis Capsule launch, US Open sponsorship activation, influencer program, lifestyle content, promotional campaigns, paid marketing, list growth, and rewards redemption into one brand experience.

The story

From familiar brand to active fandom.

Scroll through the strategy, product, and operating system behind the program.

01 / Launch the official shop

Make the first US merchandise experience feel unmistakably Aperol.

Craftwork created an enterprise-level consumer experience for Aperol’s first US merch shop, giving the brand a dedicated place to turn its joyful identity into product and direct-to-consumer engagement.

Official shop

Recommended image: A clean storefront view of the Aperol US shop paired with the hero Tennis Capsule assortment. Show the premium orange visual system and the path from brand world to product.

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02 / Expand the sponsorship

Turn a major sports moment into something people can take with them.

The initial drop introduced an exclusive apparel collection inspired by Aperol’s signature orange hue, tenniscore, and racquet-sport aesthetics. The capsule connected the US Open partnership to daytime social occasions and a premium lifestyle product story.

Tennis Capsule and US Open

Recommended image: Aperol Tennis Capsule apparel in a US Open or tennis setting, supported by a tasteful sponsorship or editorial frame that makes the cultural connection immediately clear.

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03 / Build the ambassador community

Give creators a product story worth showing.

The influencer program expanded Aperol’s campaign through custom, culturally relevant lifestyle merchandise. The product gave ambassadors and creators a way to showcase brand love while growing the brand’s community.

Influencer program

Recommended image: A creator or ambassador wearing the Tennis Capsule in a natural social setting, with Aperol present through styling, product, or an occasion rather than a forced product pose.

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04 / Make the lifestyle visible

Carry one joyful idea through content, promotion, and paid media.

Lifestyle content and promotional campaigns gave the collection a world beyond the storefront. Paid marketing and list growth then helped the work reach more people, increase traffic, and grow the consumer data audience.

Lifestyle and growth content

Recommended image: A connected collage of lifestyle photography, paid social, promotional creative, email or signup capture, and the collection page. Keep the visual focused on the brand experience, not dashboards.

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05 / Reward participation

Turn purchase behavior into another reason to come back.

The rewards program enabled consumers to redeem points earned through Aperol purchases for exclusive premium merchandise, extending the program from a launch moment into an ongoing loyalty experience.

Rewards program

Recommended image: A clear rewards redemption view paired with the premium merchandise available through points. Show the path from earning to selecting the reward without exposing personal customer data.

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What this proved

Product can make a brand part of the culture, not just part of the ad break.

01

Sponsorship became something people could wear

The Tennis Capsule gave Aperol’s US Open partnership a product people could discover, wear, and carry into summer social occasions.

02

Influence works harder with a product world

Culturally relevant lifestyle merchandise gave ambassadors and creators something more meaningful to share than a one-off brand mention.

03

Rewards extended the relationship

Aperol’s rewards program created a path for consumers to redeem purchase-earned points for exclusive premium merchandise.

Selected results

One Craftwork team carried the program from concept through fulfillment to the doorstep.

Craftwork developed a custom lifestyle merchandise and content program around Aperol’s joyful orange identity. The work connected the official shop, Tennis Capsule launch, US Open sponsorship activation, influencer program, lifestyle content, promotional campaigns, paid marketing, list growth, and rewards redemption into one brand experience.

700+ orders at launch

2,000+ units sold

0.86% online store conversion rate

Historical program results. Performance varies by brand, audience, offer, and media investment.

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