The idea was to give to the Brand a new way of expressing itself, and a new way of talking to people. A language that was always able to speak to everyone, touching the right strings, exactly as Aperol manages to intercept everyone’s tastes.
Which lends itself well to telling a spontaneous, cheerful and made of connections between people: a true universal language, able to speak to everyone. Both engaging and exciting, cheerful, without being too light
All these features are fully part of Myles Parrish’s song, “Cut A Rug”.