The BitterSweet Campaign theme for the 2016 Campari Calendar is multi-faceted. It's inspired by the instantly recognisable iconography of any election, using the classic theme as a metaphor for the duality of two opposing sides. The Calendar captures the nature of an election, asking people to take a stand and vote for a side. With Campari’s unique taste serving as the epitome of duality, the Calendar cleverly asks people which aspect of the classic apéritif they identify with more: Bitter or Sweet. Kate Hudson embodies and personifies the two souls of Campari, playing the roles of two different candidates: one promoting the captivating bitterness and the other supporting a more subtle, intriguing sweetness.