A brand refreash that embodied the simple elegance of La Dolce Vita.
We knew that as a non-base spirit, Solerno, a Sicilian blood orange liqueur, had to work harder to drive trial at retail and on-premises. And we knew our millennial women target were most likely to experiment with new flavors while hosting and during instagram-worthy moments. So, we created a lifestyle campaign, heavily influenced by fashion and centered around the hostessing occasion, as an opportunity for our customer to become the star of her story with the addition of Solerno.
By blurring the lines between food & fashion we shifted the brand from old world heritage to modern luxury, using the allure of Sicily in an unexpected way, moving away from clichéd images of charmingly aged buildings, picturesque orange groves, and the weathered faces of Italian farmers.
And we finished the refresh with new lifestyle-influenced photography and a sleek, elegant website, giving the brand a took a more cosmopolitan look to appeal to a new global audience.