I saw this Aperol campaign pass by this week, and it made me think about a habit we marketers don’t practice enough: rereading what our clients are already telling us.
Aperol launches ‘Spritz TO GO’ in Belgium — a Spritz in a can, designed to leave the terrace. The product is nothing fancy. Its origin, however, is worth a detour: years of comments published by Belgians on social media, demanding exactly this product.
The brand reused these phrases exactly as they appeared in the launch boxes sent to the press and to content creators, some personalized with the exact message of their author. Those who had clamored for the product thus became, without seeking it, its first advocates.
What if your next campaign was already written? Not in a brief, but in the comments and messages your customers have been sending you for months—and let’s face it, no one really rereads them.
The rest of the setup followed: buses in the brand colors, geo-targeted digital, napkin dispensers near parks in eight cities. Nothing came out of nowhere. It all started from what people had already said.
The idea wasn’t to invent it. It was to spot it, then to shape it.
Marketing leaders, the raw material is already in your hands. At Nextage, we’re convinced that AI can help you process this volume of signals at scale. But spotting, in this mass, the sentence that deserves to become a campaign—that’s up to you. And frankly, that’s the most exciting part of the job.