Pellini – Particular and Unmistakable
Agency name: Com Group Client name: Pellini Caffe' S.p.A. Category: Brand-building Country: Italy
BACKGROUND
In the espresso coffee market in Italy, Pellin Caffè competes in the 'premium price' and 'premium quality' product range against highly renowned brands with high market shares and high communication expenditures. In particular, with reference to the 'premium' product range, Pellini competes against Illy, a long-standing and world famous brand, whose marketing investments exceed Pellini's by far.
Pellini's strengths are:
product quality
a unique advertising positioning.
OBJECTIVES
In contrast with the competition, Pellini cannot simply rely...