Campari calendar 2012: Make a toast to life

By Giulia Cambieri

It’s the end of the world, baby! is the title of the latest edition of the iconic Campari calendar, which the family business unveiled last week in Milan.

Inspired by the Mayan prediction that the world will end on 21 December 2012, the Italian drink company's calendar features a series of photos where Hollywood actress and supermodel Milla Jovovich is portrayed in different end-of-the-world scenarios.

Always accompanied by a bottle or a glass of Campari, the actress shows a resolute attitude as she poses in couture clothes in a series of settings that go from desertification to hurricanes, meteorite showers and an alien invasion.

“It is our mission as an aperitif to offer Campari lovers an intense, positive moment during this time, to celebrate whatever may happen and make a toast to life,” said Campari chief executive Bob Kunze-Concewitz.

However, it may be difficult to get your hands on the calendar, as only 9,999 copies have been printed and they will be distributed internationally to friends of the company.

The Campari calendar made its first appearance in 2000 and has previously starred celebrities such as Benicio Del Toro, Salma Hayek, Eva Mendes and Jessica Alba.

The drinks company is controlled by the Garavoglia family, which purchased the business from the founding Campari family in the 1970s and currently owns 51% of the group. Family member Luca Garavoglia is the group’s chairman.

In the past, there have been issues around family ownership. Luca’s sister Maddalena went to court in 2000 claiming that the company, in which she held a 23% stake, had tried to push her out in the run up to its 2001 stockmarket listing. After a protracted legal battle, Luca and other members of the family were forced by the court to pay Maddalena €100 million in damages. 

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