Vespa S

Vespa is a product and brand with a focused, well-defined target audience. They tend to hate advertising, but this case is intended to demonstrate the power of advertising, while highlighting efforts that do not feel like advertising.

Vespa S

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months):April 2008 – March 2009
Start of Advertising/Communication Effort:April 1 2008
Base Period for Comparison:April 2007 – March 2008

a) Synopsis of the Case

Vespa is a great product and a great brand, with a focused, well-defined target audience. They tend to hate advertising, but this case still demonstrates the power of advertising, while highlighting efforts that do not feel like advertising.

The case—for the 2008 introduction of the Vespa S—involves a true understanding of the brand's core meaning and an appreciation for the audience's lifestyle. It introduced strange...

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