Madwell Teams Up with Iconic Italian Amaro Fernet-Branca for a Lineup of Tricks

Oct. 24, 2024

Madwell, the Brooklyn-based creative collective known for its boundary-pushing creative campaigns, today announces its seasonal Halloween campaign for the bitter Italian amaro, Fernet-Branca, conjuring all things spooky.

The initiative runs through 10.31 with a lineup of immersive, in-person events in New Orleans—”America’s most haunted city”—and a series of digital assets, including an online Halloween hub, where consumers nationwide can get a taste of the Fernet-Branca spirit.

Chris Sojka, the Chief Creative and Strategy Officer, Madwell said:

"We're thrilled to work with Fernet-Branca as we head into the Halloween season with a campaign that puts an innovative and eerie twist on traditional advertising. Our goal is to invite drinkers to be bewitched by the experiences with a playful Fernet-Branca potion in hand. Tales of the Cocktail” conference and the “Eyeknow Emporium of Curiosities” brand tattoo activations".

 

Highlights of Madwell and Fernet-Branca’s 2024 Nationwide Halloween programing include:

• Online Videos: A lineup of digital content will invite guests nationwide to experience the spooky seasonal spirits of Fernet-Branca.
• A haunted OLV inspired by the infamous Blair Witch Project that engages viewers with the spine-tingling tale of Fernet-Branca and
• Digital Halloween Hub: On this microsite, the haunting will continue. Check it out at your own risk.

Highlights of Madwell and Fernet-Branca’s 2024 Halloween programming in New Orleans include:

• “Summoning of Lost Souls” Opening-Night Event: On Monday, Oct. 28, Eyeknow Manor at 521 Dauphine St. in New Orleans will open its doors for from 8-11pm to enjoy haunted nibbles and elixirs, a live DJ, and an otherworldly, AI-powered experience.
• “The Eyeknow Manor of Spirits & Astonishments” All-Hours Haunts: From Oct. 26 through Oct. 30, the Eyeknow Manor is open for those who dare to summon spirits, peruse haunted artifacts, or try a libation courtesy of Fernet-Branca’s cocktail connoisseurs.
• “Tell No One” VIP Party: On Halloween night, a group of CEOs, tastemakers, and celebrities will gather at the Manor for fall’s most frightful festivity.

More than 40,000 tourists are expected to descend on New Orleans this Halloween season. Madwell invites these wayward souls to come wander the halls of a proper haunted manor in their best costume. Tickets to reserve a time slot at one of the live events will be available via Eventbrite starting at $30. Ticket price includes drinks.