Disaronno on the mix

Spirits Disaronno is to be positioned as the young original amaretti with new combination variants. There can only be one, the people at Illva Saronno said to themselves three years ago, and renamed the Amaretto di Saronno they produce Disaronno Originale. And with good reason: over the years, the almond liqueur from the small northern Italian town of Saronno has become a generic term for amaretto. Today, however, various other manufacturers also produce their own liqueurs under this name, and Disaronno is increasingly being positioned as the real thing. After all, the sweet drink can look back on a tradition of almost 480 years. Bottle as eye-catcherA new campaign aims to consolidate this positioning in the Swiss market and also to make the many different flavors of Disaronno known to a young target group. To this end, the Swiss Illva agency in Lugano commissioned the Zurich agency Pucci Sulzer with the corresponding measures last summer. The result is three posters and a short film that will be shown in cinemas and on plasma screens in selected bars. The eye-catcher of the campaign is the traditional square bottle from Disaronno. "We wanted to combine the authenticity of the bottle with a youthful appeal," says Giovanni Pucci, who is responsible for the campaign. The creatives are focusing on the general trend that younger people in particular are increasingly consuming mixed drinks.
By demonstrating its versatility, Disaronno is to be made better known as an all-day drink. While Italians enjoy the premium liqueur at breakfast, here in Germany Disaronno is mainly drunk as a digestif with a digestive coffee in the evening. The commercial, which is used in the initial environment, is intended to encourage cinema and bar visitors to try Disaronno as a mixed drink. While it is the global market leader among Italian liqueurs, Saronno Amaretto is in fifth place among the best-selling liqueurs of other origins. The leader and therefore main competitor is the cream liqueur Baileys from the English company Diageo.
Mixed drinks are the trend: accordingly, Disaronno loves a tête-à-tête with lots and lots of people.
Simone Keller