Italy’s Illva Saronno has put “significant media investment” behind a spritz-led activation for its flagship liqueur brand, Disaronno.
The campaign, ‘Dolce Side of Life’, runs across all of Disaronno’s markets and will feature trade and consumer marketing activity that includes the use of influencers, Illva Saronno said. The first “burst” of activity will be a social media campaign that runs from 19 April – ‘National Amaretto Day’ – until 18 May, supported by “in-venue activations … designed to drive footfall and visibility”.
Later this year, Illva Saronno has planned a “larger above-the-line burst … to further amplify the campaign’s reach”. The Tia Maria owner did not specify what this would include, but above the line marketing traditionally refers to assets such as TV and radio adverts, billboards and print media.
“The campaign marks a strategic evolution for the brand, reframing Disaronno for modern consumers while reinforcing its relevance across high-frequency drinking occasions in pubs, bars and hospitality venues,” the company said in a press release today (13 April).
The Saronno-based company touted the growing consumer appetite for the spritz serve, which has “become a year-round staple – valued for its accessibility, versatility across occasions such as brunch and early evenings, and strong operational appeal, offering quick serve times and attractive margins for operators”.
It added: “Disaronno’s signature serves, including the Disaronno Spritz, are well positioned to capitalise on this structural shift in consumer behaviour.”
Last year, Illva Saronno bought two Italian liqueurs, Amaro Averna Siciliano and Zedda Piras, from Campari Group for EUR100m (then-US$117.3m).
