Gut edizioni: History rewritten

Smemoranda, the Italian school diary brand, increased awareness and halted its decline in market share by adapting its branding to the digital age.

Campaign details

Agency: LiveXtensionCountry: Italy

Background

Smemoranda is a historical brand of school diaries in Italy. Since 1978, the Smemo has been a must-have for "progressive" secondary schools students, wanting to mix entertainment and civic engagement.

In the last few years, Smemoranda has much suffered the arrival of new brands, such as Comix and Bastardi Dentro, which are more "easily" comic, and who were taking big market shares, very quickly.

A key issue for the brand and its communication was to meet the tastes and the languages of the new generations: Smemoranda had to manage to be...

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