Authenticity: the most used and abused word in marketing.
Everybody agrees it's powerful, few people are sure what it is, almost nobody knows how to capture it.
Because authenticity is a bit like coolness.
The moment you say you are…you're not anymore. It's a paradox.
So when your brand's main draw is its genuine connection to its homeland, how do you communicate it without looking like a sell-out?
This was our challenge with Ichnusa - a beer brand that is from a beloved brewery in Assemini, a small and unassuming town just outside of Cagliari, Sardinia.