---
title: "Aperol Brunch Society: Ritual Marketing"
url: https://stacklist.com/card/89a14db1-cf80-460b-9efd-bc9ad0b36fd9
source_url: "https://themany.com/projects/aperol-brunch-society"
stack: https://stacklist.com/c/business/stack/cf4ffe1e-56ad-41eb-be08-a7ea9f0b2d31
summary: "Aperol Brunch Society launched a movement to introduce Aperol Spritz to America by creating the Chief Brunch Officer position, allowing fans to brunch at top restaurants and get paid while promoting the brand. The campaign achieved 3x Facebook engagement, 25-45% sales increase in target markets, and 200M+ media impressions by positioning the drink as essential to American brunch culture."
tags: "aperol-spritz, brunch-culture, experiential-marketing, chief-brunch-officer, social-engagement, lifestyle-branding, movement-marketing"
key_entities: "Aperol (organization), Chief Brunch Officer (concept), Aperol Brunch Society (concept), Facebook (technology), Aperol Spritz (concept), America (location), Fox News (organization)"
classification: "analysis"
content_hash: "sha256:bfc2062ed299ddae4992d8dc637b4c6f38eb3f068ae7116d6f1e797074ed6d2e"
acp_version: "0.2"
token_counts_approximate: 626
visibility: public
agent_accessible: true
status: "final"
---

# Aperol Brunch Society: Ritual Marketing

Introducing the Aperol Spritz to America, not through a campaign, but a movement. Services Brand & Creative Strategy Social & Content Strategy Media & Investment Strategy Breakthrough Experiential Brand & Campaign Creative Outputs Brand Positioning Content Social Activations Brand Personas & TOV Impact 3x Engagement on Facebook (3% to 9%) Sales Increased 25-45% in Four Target Markets 200M+ Media Impressions Fox News Officially Claiming the Mimosa is Dead Now Hiring: Chief Brunch Officer Introducing the Aperol Spritz, a drink unfamiliar to most Americans, required more than a traditional marketing campaign. The brand aimed to engrain the drink into a prevalent and beloved American tradition: brunch. Brunch is a Lifestyle Choice... and We Owned It. Brunch isn't just a meal in America; it's a cultural phenomenon and lifestyle. Integrating Aperol Spritz into the brunch scene could position it not just as a drink, but as an essential component of the brunch experience. Aperol Initiated a Movement Instead of a conventional advertising campaign, Aperol initiated a movement: Aperol Brunch Society. The brand introduced the position of a "Chief Brunch Officer," where fans could apply to brunch at top restaurants in their city, enjoy Aperol Spritz with friends, and get compensated for this delightful experience. Fans could apply for the job of Chief Brunch Officer Main job duties? Brunch through all the hottest restaurants in their city, drink Aperol Spritz with their friends… and get paid for it. Aperol Became Part of the Scene By seamlessly blending the Aperol Spritz into the American brunch culture, the brand built a direct association between the drink and a popular lifestyle activity. The unique approach of the "Chief Brunch Officer" created buzz, positioning Aperol Spritz as not just a drink, but a vital part of the American brunch scene. Engagement on Facebook Rose x Product Sales Increased - % 200M+Media Impressions Gained M+ Have a similar project in mind? We’d love to talk about it. Contact Information Name* Email* Phone* Subject* Select an option... Project Details Message* Solutions of Interest Brand & Creative Strategy Social & Content Strategy Media & Investment Strategy Measurement & Analytics Strategy Brand & Campaign Creative Always-On Fast Media & Creator Content Creator Content Branded IP & Programming Media Execution & Reporting Breakthrough Experiential Submit Inquiry