BRAND STRETCH INTO A NEW CATEGORY
BACKGROUND
Mondoro embodies Italian zest for life and luxury. Mondoro Asti is a D.O.C.G. Sparkling wine of the highest quality from the hills of Piemont, Northern Italy. The premium sparkling wine brand enjoys brand awareness of 85%. The main market is Russia, but worldwide sparkling wine lovers enjoy the premium experience made from 100% Moscato grapes.
THE PROBLEM
Mondoro is the Campari brand that, created in the world of sparkling wines, has shown great potential. With a view to extending the range, Campari decided to stretch into a new category, working on a premium and high quality spirit brand.
THE SOLUTION
To stretch Mondoro’s brand equities into the new vermouth category we used, on the one hand, mood-inspired style plotting to elaborate Italian lifestyle and opulent splendour for the russian market and, on the other hand, our extensive category knowledge to find a unique Mondoro expression for vermouth. The result is a distinctive packaging, thanks to its iconic shape, that merges the tradition from the world of vermouth (bottle shoulder and neck) with the sinuous shapes and dynamics of the base (the waves), giving a strong visual impact that immediately features in shelf presence.
