&Ugo

London

Nurturing a New Premium Craft Brand with Italicus

The Context

Italicus Rosolio di Bergamotto is an aperitif crafted in Italy. The brand truly arrived in 2017 when Italicus scooped some big award wins, including Best New Spirit / Cocktail Ingredient. Their aim was to become the darling of the international bar scene and stand out with its beautiful Mediterranean blue Art Deco bottle designed by Stranger & Stranger.

&Ugo have a great track record in supporting smaller brands and bringing big brand thinking to brands who are starting out on the journey, especially within the food and drink sectors. 

The Story

Being a new arrival in the competitive world of spirits Italicus wanted to celebrate the second birthday in style but getting the attention of bartenders and consumers can be difficult without big budgets to support a brand media campaign. It wanted to launch itself to discerning cocktail drinkers and aperitivo aficionado’s who currently might favour an Aperol Spritz.

After a successful first campaign for Italicus, &Ugo were asked back to develop a way for the small brand to build on the initial brand campaign. 

Challenges

Finding a way to make the story wider than the product

Still in its infancy this was a brand with big plans. It wanted to show potential new consumers that it was a drink with hidden layers and that the beauty of the bottle was only half the story.

Approaching the aperitivo crowd with something new to say 

From Pimms to Aperol Spritz the aperitivo market is a competitive one to break into. Any new player needs to capture people’s imagination in order to get it into a bartender’s repertoire. Italicus needed to come to the table with a sure-fire way of drawing parallels between its brand and the audience.

Insight

The outer layer is just part of a story, the peeling back bears fruit.

Solutions

A creative partnership that exemplifies the brand’s personality

&Ugo’s ability to bring together brands and people resulted in a partnership with London-based Italian tattoo artist Mo Coppoletta. Mo is considered to be one of the most elegant and well-dressed tattoo artists in the world, bridging the gap between tattoos and tailoring and his authenticity as an artist made him a perfect partner for Italicus. He was commissioned by &Ugo to create an original triptych of artwork exclusively for the brand and the creative process was documented for social channels. 

Showing the expertise behind the bottle  

In order to create a compelling and ownable campaign &Ugo brought together the team of people who were responsible for developing the product, Including the master distiller and the bottle designer. They also commissioned renowned mixologist Simone Caporale to create an original cocktail series as part of the birthday celebrations. All the content was put into three hero films that were carefully launched on social channels for maximum effect. 

Learnings

Even small brands in their infancy can make partnerships work well.

Invest time in getting the right personalities, not just people who fit a criteria - always worth the extra work.

Social channels are invaluable. 

Enabling small craft brands an immediate plug into a switched-on target audience who can really kick off things off for a small brand.

9,500
Total Instagram views
7,500
New Instagram followers
4.8%
Average engagement rate

&Ugo were able to give the face, voice and soul we were looking for in one of our first Italicus campaigns. We have found a complete synergy through which both teams brainstormed, designing effective comms strategies alongside unique assets.

Ilaria Cervone, Marketing Manager

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Nurturing a New Premium Craft Brand with Italicus

Creating a compelling story beyond the product enabled us to nurture a new premium craft brand. The social campaign featured a creative partnership that exemplified the brand's personality whilst shining a spotlight on the talented team behind its creation.

Feel free to get in touch

We'd love to chat

&Ugo

stephen@and-ugo.com