endorsed by italy

Aperol were launching 'The official taste of Italian Summer' in Australia.
But how do you make a tagline feel genuinely official?
We did it by getting an actual endorsement from the nation of Italy.

To do this we partnered with the Italian Embassy in Australia and hosted a press conference. here the Embassy's Consul-General formally endorsed Aperol—Complete with awkward handshakes, lecturns, and the weight of international diplomacy.

Sure, it was a bit of a loophole. But it made for a good headline:
Italy itself had officially backed a tagline.

THIS STUNT WAS THEN USED TO DRAW ATTENTION TO A LARGER ACTIVATION WHERE 100s of APEROL WAITERS SWARMed ICONIC SUMMER LOCATIONS AROUND AUSTRALIA,
offering FREE SERVINGS OF APEROL SPRITZ.