Campari Rolls Out Animated LED Shelf Displays in Germany to Boost Sales

By: Trademagazin editor Date: 2025. 06. 05. 09:02

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Italian spirits brand Campari is launching animated LED shelf displays across 1,200 retail stores in Germany – including Edeka, Hit, and Rewe – in an effort to drive sales of its core brand. The so-called LED-Motion shelf labels feature eye-catching digital animations and QR codes that direct shoppers to Campari cocktail recipes and other branded content.

While Campari has already used similar technology for other brands in the U.S. and the UK, this is the first large-scale deployment for the Campari brand itself in Germany.

The move comes as the company navigates a volatile transition year. Despite increasing revenue by 2.4% to over €3 billion in 2023, Campari saw a significant drop in net profit. With Donald Trump’s trade policies posing uncertainties for the U.S. – which accounts for 47% of sales—the company is leaning on Europe (46% of sales) as a more stable growth region.

Tobias Scheiba, Channel & Customer Marketing Director, emphasized the strategic potential of in-store displays: “The point of sale offers enormous reach and a wide range of communication opportunities to strengthen brand presence and signature drink recognition.”

The QR codes also serve as a tool for measuring consumer engagement, offering insight into shoppers’ interest and interaction with the brand.