The Challenge
Diageo sought to establish a foothold in Italy's iconic Aperitivo scene - a relaxed social tradition dominated by Aperol and Campari and new competitors like Martini Rosa. Despite its global reputation, Diageo lacked a compelling offering to capture this vibrant cultural moment.
The Unlock
Through competitor analysis, semiotics, and ethnographic immersion, we created a fresh take on the Aperitivo story.
Rooted in Italian provenance, our approach transported drinkers to a tranquil, timeless setting. The new brand had a distinctive flavour profile and evocative design codes.
The Impact
From concept to launch, our guidance led Diageo to create a standout brand. Now celebrated as one of Diageo's recent successes, this innovation has redefined their presence in this cherished Aperitivo occasion.
