The project
Aperol made a branded outdoor bench. It sounds like an unlikely category for a spirits brand, but it lands exactly on the brand's core occasion: sitting outside with a spritz.
How it scored
Product: 8.6
A genuinely well-made, standalone piece of furniture, not a folding chair with a logo. It's an object people would actually want in their space.
Branding: 8.3
Aperol's signature orange and the sunny, terrace-hour identity translate naturally onto a bench. It feels like the brand's whole vibe, built into an object.
Activation: 7.5
Placed at bars and venues, it puts the brand where people are already drinking, but there's no visible mechanic for how someone gets one of their own.
The verdict
One of the most creative beverage merch ideas yet: an object that puts the brand's core occasion literally under people.