Amaro del Capo: a twelve month experiential project across the territory, by Just People

Translating the identity of a historic brand into contemporary experiences, able to adapt to the different moments of the year and to the contexts of consumption. It is from this vision that the project developed by Just People for Amaro del Capo was born: an annual journey structured in two distinct formats, summer and winter, designed to be present across the territory with different yet coherent languages. A work of strategic and creative design through which Just People turned the brand's values into a continuous experiential story, built around taste, conviviality and the direct involvement of people.

During the summer season, Just People chose the language of mixology to tell Amaro del Capo to a new generation of consumers, presenting "I Drink del Capo": Capo Arrabbiato Spritz and Capo Tonic, two cocktails that reinterpret the product in a modern key. The Summer Tour, conceived and coordinated by Just People, ran from mid June to mid October and involved 36 stops in selected, high traffic venues among the main Italian cities and seaside resorts, with a significant presence in the South of Italy, particularly in Calabria and Sicily. The format revolved around the concept "E tu che Capo sei?", developed by Just People as the narrative key of the experience. To support the activation, the agency designed iconic and recognisable set ups, able to become an effective catalyst for attention, participation and spontaneous sharing.

With the arrival of winter, Just People reinterpreted the story of Amaro del Capo in a more intimate and gastronomic key. The Winter Tour took shape through 40 tasting dinners hosted in selected restaurants, located in the main centres of Italian gastronomic culture. In this case too, Just People designed a format able to go beyond the simple tasting, turning it into a 360° sensory journey. Between one course and the next, guests were guided through an olfactory ritual led by a dedicated hostess and by a brand ambassador present at every evening, making each taste part of a wider story.

The project generated a high level of participation and engagement, confirming the effectiveness of an experiential approach able to adapt to different seasons and contexts, while maintaining coherence and recognisability.

Antonio Ferrara, CEO of Just People, states: "With this project we worked on a simple but ambitious idea: to build for Amaro del Capo a story able to live twelve months a year, changing language and context without losing identity. From the energy of summer mixology to the ritual of winter tasting, Just People put experience at the centre as a strategic tool of relationship between brand and people." Two different formats, one single design vision: a work that confirms Just People's role as a strategic partner in building local experiences able to evolve over time and across places.