How do you increase the relevance of a diverse portfolio of brands within a global drinks group?
We have worked with Gruppo Campari on a number of brand challenges since 2014. This project was to develop a portfolio strategy for eight iconic Italian Spirit brands. With a lack of knowledge about the brands provenance and usage, stocking and consumption was a major hurdle for the UK.
Our purpose was to ensure clarity over the role of each of these icons, all of which are Italian classics but most with low awareness in the UK. Our role was to educate the trade on how to maximise their commercial potential and consumers on how to enjoy them.
With our deep expertise in Portfolio Strategy within the alcoholic beverages sector, our strategy focused on segmenting the brands across pre-meal, post-meal and mixology. Our research informed us of the significant increase in the aperitivo and digestivo trends,
giving insight into defining a clear structure to the role of each brand.
Our strategy positioned the portfolio as upsell opportunities for the trade and authentic discoveries for consumers. This allowed the sales teams to relevantly communicate the key messages and commercial potential to their customers.
A campaign identity told the stories and undiscovered rituals of each brand. ‘Italy’s Best Kept Secrets’ was the platform that delivered those with a narrative that was informative as well as motivational.
The portfolio strategy is now expressed across brand assets, a motivational and informative toolkit, as well as a sales deck for easy sell-in to customers and a suite of assets for tailor mades.
‘Italy’s Best Kept Secrets’ has now delivered an increased customer base across the Italian Portfolio.
It’s empowered the trade to be creative with the portfolio and further cements Campari’s positioning within iconic global brands and as a must-have bar partner.
What we did
- Stakeholder research
- Portfolio strategy
- Campaign identity
- Portfolio narrative
- Toolkit and asset creation
- Trade communications.
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