Ichnusa: Sardinian Soul

Beer brand Ichnusa increased brand penetration and sales in Italy with a campaign that reframed negative stereotypes about Sardinians and transformed them into aspirational ways of living.

Executive Summary

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.

We didn't...

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Insights Team
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