Campari’s Julka Villa on building brand affection in person and the power of the moment

Head to some of the biggest festivals and sporting events around the world — from the Australian Open to Coachella — and you’ll see signage for Campari.

That’s intentional. The 165-year-old beverage company, which holds over 50 brands in its portfolio, wants to reach people and connect with them in person while they’re experiencing joy. From there, Campari can build data sets and retarget them on channels like social, but it all starts with tying together that brand affection.

“That’s why we care so much to bring these products to life in real life. We don’t see this business as happening just virtually,” Julka Villa, the Campari Group’s global CMO, tells The Current Podcast. (Villa’s role has changed since we recorded this episode in 2024).

Elsewhere on the podcast, Villa describes how Campari has been tied in with the film industry for decades after being close with the iconic Italian director Federico Fellini, why she makes personal trips to bars to make sure Campari drinks are being prepared correctly and how the brand evokes the feeling of “traveling without traveling.”