Story thread · 2 reports / 2 sources

Why Alan Cumming and Campari want you to ‘stay bitter’ for Negroni Week

fastcompany.com · 3h · first reportShare

The Negroni and The Traitors share delicious bitterness. For the classic cocktail, that bite comes from the Italian liqueur Campari, while on the hit reality competition show, the sting comes from contestants who are banished from a Scottish castle and eliminated from the game. This week, Campari is mixing the two in a timely social and digital marketing campaign called “Stay Bitter” that will feature The Traitors host Alan Cumming. The content will run across Instagram, Facebook, YouTube, and Pinterest. Both are riding high, with The Traitors notching seven wins at the Emmy Awards last week and earning a three-season renewal from the show’s network, Peacock. Campari, meanwhile, is kicking off Negroni Week, which runs September 21-27, a 14-year-old tradition initially conceptualized by Imbibe Magazine to celebrate the classic cocktail at thousands of restaurants and bars. Served over ice with an orange peel garnish, the Negroni is made with equal parts of three ingredients: gin, sweet