Disaronno: The Mixing Star
Agency name: LiveXtention Client name: Illva Saronno Category: Retail or Trade Marketing
BACKGROUND
Disaronno is the most popular Italian liquor in the world. It is often drunken straight or on the rocks, while its potential use as an ingredient for cocktails had been forgotten. Illva wanted create new ways to drink Disaronno and position it as a versatile product, ideal for mixed drinks and cocktails.
The target audience for the campaign was bartenders, who became Disaronno's natural brand ambassadors for consumers.
Bartenders were engaged via a prestigious international initiative - a cocktail...