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A refreshed campaign for the iconic Italian liqueur
Disaronno reached out for English-speaking creative that embraced the Italian approach to life – sprezzatura. The iconic brand is a bit dusty from a brand perspective (likely the oldest brand I will ever work on – Disaronno was created in 1525). My team and I developed a creative strategy that would appeal to consumers in the US and UK.
OBJECTIVE
Create a modern campaign for the English-speaking markets conveying sprezzatura, the uniquely Italian approach to life.
Sprezzatura: "studied carelessness or effortlessness," especially as a characteristic quality or style of art or literature.
PROBLEM
Frequency.
Disaronno is a dated drink with a powerful flavor. One buys a bottle for 1/4 oz that a cocktail calls for, then the rest of the bottle collects dust in the liquor cabinet.
RESEARCH
Bartender interviews
Lots of taste testing
Syndicated reports (Mintel)
Mixology blogs and articles
Simmons/MRI
INSIGHT
It's as much about having it as it is about drinking it.
SOLUTION
Make Disaronno the bar cart badge of honor.
Disaronno is a notoriously difficult liqueur to work with. Having it on the bar is a point of pride for high-income gourmands who enjoy being able to fluidly (ha!) mix drinks when entertaining at-home – embracing the curated but seemingly effortlessness of sprezzatura.
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