Sasso: 150 springs with Sasso
Agency name: Zero srl Client name: Societa Carapelli Firenze SpA Category: Sponsorship/Joint Effort/ Tie-in
BACKGROUND
Sasso is an extremely well-known brand but with very mature targets. The brand is not perceived as being as sharp and up-to-the-minute as desired. Brand equity is for the most part positive, however Sasso is seen as being traditional, historical and a bit rigid.
The market is split into Olive Oils (with constantly falling shares) and Extra Virgin Olive Oils. The Extra Virgin segment is constantly growing, but decidedly crowded. The segment comes under strong...