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 making competition - to make them loyal to the brand and to satisfy their desire to be the centre of attention.

OBJECTIVES

  • To establish a permanent communication channel between the brand and its best trade partners (bartenders)