Korea South   |  2022

MUSE Design Awards Gold Winner

Campari Hometending Kit, Ver.2

Entrant Company

SUM Korea Co., Ltd.

Category

Packaging Design

Client's Name

Trans Beverages Co., Ltd.

Sub-Category

Wine, Beer & Liquor

Following the success of the 2020 Campari Hometending (a combination of “home” and “bartending”) Campaign, which introduced and promoted a new culture of home-cocktail drinking to South Korean consumers during the pandemic outbreak, when bars and restaurants emptied, Trans Beverages Co., Ltd.—the South Korean distributor of Campari Group (a major player in the global spirits industry)—in November 2021 released a limited edition of the new second version of the Campari Hometending Kit. As in 2020, the new version of the Campari Hometending Kit is a comprehensive set of bartending tools to promote the spirit and philosophy of the brand to customers in times of COVID-19. It includes four alcoholic drinks, allowing users to mix various cocktails such as Campari, Cinzano Rosso, Bulldog and Wild Turkey, as well as five bartending must-haves such as branded on-the-rocks glasses, jigger, bar spoon, strainer, and mixing glass. However, unlike the 2020 kit, the second version of Campari Hometending Kit is focused even more on design, sustainability, and helping consumers head off COVID-19-related depression. With the invention and introduction of vaccination, the development of medicines, 2021 was marked by a firm hope to overcome the pandemic situation and return to the normal, including possibility to freely travel around the world again. The second version of the Hometending Kit comes in a Campari-branded bright red bag that can be used as a carry-on travel suitcase. The cocktail recipe book is also designed in the form of a passport on the pages of which you can find not only a variety of cocktail recipes, but also a map of bars that can be safely visited even during a pandemic. Moreover, colorful stickers featuring images of Campari drinks have been added to the kit so that consumers can stick them on a travel bag or recipe book to increase brand awareness and loyalty. The project delivered unprecedented results. More than 3,000 kits were sold out in 20 days, and the campaign was highlighted by Korean media as one of the best-in-class examples of brand activity in 2021~2022.

Credits

Creative / SUM Korea / CEO
Jihee Baik
Creative / SUM Korea / Creative Director
Duckyoun Kim
Creative / SUM Korea / Senior Designer
Joonoh Shin
Creative / SUM Korea / Senior Designer
Jieun Song
Creative / SUM Korea / Planning Manager
Qiu Ying
Client / Trans Beverages / CEO
HJ Ryu
Client / Trans Beverages / Marketing Director
Kyle Ju
Client / Trans Beverages / Brand Manager
Joon Kim
Production / Dobin Group / CEO
Guolu Jin
Production / Dobin Group / Vice President
Jiaping Sun
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