Challenge
Fernet Branca focused its communication on its key differentiators: a rich history, quality ingredients, and its key consumer, 'El Armador' who transforms ordinary gatherings into unique moments by preparing the best fernet.
Solution
The campaign pays tribute to 'El Armador' the essential strategist in the ritual of serving fernet. As the most Argentine of Italian brands, Fernet Branca celebrates their central role in creating connections and memorable experiences.
Outcomes
The campaign strengthened the emotional connection between the brand and its consumers, increasing the audience's identification with Fernet Branca and consolidating its position as the preferred choice for social gatherings.
