Cinzano pours again
Guye Benker brings vermouth back from advertising obscurity
Guye Benker brings vermouth out of advertising obscurityWith an appearance by Guye Benker (GB), Zurich, the Zug-based importer of Cinzano, Campari Switzerland, wants to make up for a loss of awareness for Cinzano. It is the result of almost 20 years of advertising abstinence. Because the history of the brand begins in the 16th century, the presentation positions Cinzano as the original vermouth. In terms of authentic differentiation, the low-budget campaign returns to the roots of the product, to Italianità. In presenting this content, GB relied on the power of the Cinzano logo designed in 1925.
The rectangular brand emblem is divided by the diagonal into a red and a blue triangular area. The lettering runs across the color fields. It is formed by negative, shaded small capitals outlined by a gold border and a similarly designed capital Z, which defines the center of the brand name. According to the importer's interpretation, the blue area symbolizes the Mediterranean, the red field represents passion and the diagonal represents the upswing.
The branding elevates the logo to the status of a key visual. The design and typography of the logo have been retained unchanged. Only the name has been replaced by positioning words and words with an inviting character, such as "Originale" or "CinCin".
The motifs appearing in the gastronomy trade press are broken up by the slogan "Serve the original". In subjects for consumers, the verb to serve is replaced by the verb to drink in the slogan.
"Once again, we have succeeded in finding an eye-catching approach that meets all the objectives," says Christophe Guye. (ew)
The rectangular brand emblem is divided by the diagonal into a red and a blue triangular area. The lettering runs across the color fields. It is formed by negative, shaded small capitals outlined by a gold border and a similarly designed capital Z, which defines the center of the brand name. According to the importer's interpretation, the blue area symbolizes the Mediterranean, the red field represents passion and the diagonal represents the upswing.
The branding elevates the logo to the status of a key visual. The design and typography of the logo have been retained unchanged. Only the name has been replaced by positioning words and words with an inviting character, such as "Originale" or "CinCin".
The motifs appearing in the gastronomy trade press are broken up by the slogan "Serve the original". In subjects for consumers, the verb to serve is replaced by the verb to drink in the slogan.
"Once again, we have succeeded in finding an eye-catching approach that meets all the objectives," says Christophe Guye. (ew)
