Campari®, the legendary one-of-a-kind red spirit, today announced the U.S. launch of a Limited Edition art label for 2012 created by the Italian artist Ugo Nespolo. The new label is a reinterpretation of Leonetto Cappiello’s Campari-commissioned “Spiritello” print from 1921, and has been designed to bring a colourful, contemporary, and eye-catching twist to this classic. The Campari Limited Edition art label will grace 750 ml bottles at select retail stores in major cities across the U.S. beginning in mid-October 2012, just in time for holiday gifting and entertaining.
“The Limited Edition 2012 label is a tribute to the original ‘Spiritello,’ created beautifully by Leonetto Cappiello, a true milestone in Campari’s history of celebrating art and now permanently exhibited at the Galleria Campari,” said Andrea Conzonato, Chief Marketing Officer, Gruppo Campari. “The intention of the Limited Edition label is to pay homage to the heritage of the Campari brand, and celebrate it in a fresh and original way.”
Cappiello is considered a father of modern advertising thanks to his posters that revolutionized the medium. Nespolo honors Cappiello’s original work by recreating the memorable red-clad goblin set amid an oversize spiralling orange rind. To it he has added a striking background comprised of abstract geometric shapes in vibrant shades of blue and beige. His reinterpretation is the latest in a series of Limited Edition labels, which have been designed to continue the legacy of Campari’s dedication to art, ensuring it is accessible to all consumers.
“Having worked closely with Campari for a number of years, I have a comprehensive and deep understanding of the brand and its values,” said Nespolo. “As such, I’m obviously very familiar with the legendary ‘Spiritello’ design, and it’s a real honor for me to be asked to create a new interpretation of this beautiful artwork, originally created by such a celebrated artist.”
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The Limited Edition label launches at a time when reinterpretation is proving to be a global trend. This is particularly prevalent with fashion houses such as Marni and Versace, launching second lines in mainstream stores, making them accessible to a wider audience, much like Campari has been doing for years with art.
The original artwork by Cappiello, commissioned by Davide Campari in 1921, is displayed at Galleria Campari, a stunning art gallery in Milan that showcases the heritage of the Campari brand through modern and contemporary art, dating from 1860 to the present day. Nespolo’s adaptation of “Spiritello” will also be going on display in Galleria Campari’s Hall of Fame, alongside a series of other classic Campari artworks from the last century.