“Don Papa Summer Tour”: Just People signs the Don Papa summer tour for Rinaldi 1957
The summer tour of Don Papa, distributed in Italy by Rinaldi 1957, started in June and will continue until early August 2026. This traveling project will involve 20 selected locations across major cities and renowned seaside destinations, aiming to immerse the audience in the brand's narrative universe through an interactive and engaging experience.
The schedule covers the entire national territory with 8 stops in the North, 7 in the Center, and 5 in the South, visiting both major urban centers and popular summer spots such as Riccione, Caorle, Vico del Gargano, Taormina, and Lido di Camaiore. The activation has been designed to transform the interaction with the brand into a true discovery journey. Through a setup inspired by Sugarlandia, consumers are guided through an experience that combines tasting, entertainment, and storytelling. The journey includes a photo opportunity with branded Polaroids, a digital experience that helps identify one's "spirit guide" and the Don Papa cocktail that best matches their personality, as well as a meeting with the brand ambassador at the bartender station to deepen product knowledge. The experience concludes with a gamification activity featuring exclusive gadgets.
Just People has developed a consumer engagement journey that intertwines storytelling, interaction, and mixology. A distinctive element of the activation is the creation of four archetypes inspired by different animals, designed to represent various consumer profiles and guide each participant in discovering the Don Papa cocktail that best suits their personality. The agency also managed the production of the setups and the operational management of the entire tour, coordinating logistics, staffing, and on-site activities to ensure a consistent and recognizable experience across all 20 stops.
"We aimed to create an experience that transforms the encounter with the brand into a personal and engaging journey. The archetypes were designed to playfully and immediately interpret the different personalities of consumers, creating a natural connection with the world of Don Papa and its mixology offerings. The goal was to build a memorable experience that leaves an authentic impression beyond the tasting moment," comments Tiziana Moltoni, Creative Director of Just People.
Credits
Daniel Ruggiero - Executive Project Manager
Tiziana Moltoni - Creative Director
Marta Redaelli - Specialist Project Manager
Alessia Michelini - Human Resource