Art has played an important role in expressing the energy and passion of this quintessentially Italian brand for over 250 years. We were asked to create a sophisticated and glamorous on-pack promotion to capture this spirit and get people buying – again and again.
The main objective was to drive repeat purchase, so working with leading NY fashion illustrator, Eduard Erlikh, we created a series of striking limited edition glasses.
Eduard brought to life our ‘Colour the Moment’ campaign concept - capturing the essence of the brand with his vibrant, contemporary illustrations.
To support the on-pack promotion, we also created a suite of in-store marketing material, which included a DVD loaded with interactive guidelines and artwork.
The promotion was such a resounding success we were asked to repeat the activity the following year.