Disaronno reignites ‘La Dolce Vita’ glamour in new advertising campaign
Italian liqueur brand Disaronno has launched a new UK advertising campaign for its new cream liqueur, Disaronno Velvet, inspired by the glamourous 1960 film, La Dolce Vita.
The campaign, which is part of a £1.3m media spend, is designed to highlights the brand’s Italian heritage, and the stylish, sociable lifestyle it evokes.
Disaronno is set to invest £1.3m into the media rollout of the commercial, which will air on some of the UK’s biggest channels, including Channel 4, ITV and Sky. It will run for five weeks in the run up to Easter from today (8 March).
Initially shot in black and white on a rooftop terrace in Rome, it evokes the famous film by Federico Fellini, transforming into full colour to reveal the contemporary white bottle of Disaronno Velvet as ‘the new dolce vita’. The company said it celebrates Disaronno Velvet as a timeless icon in a period of Italian elegance and the country’s heritage of celebrity and class.
Miranda Osborne, category and marketing director at Disaronno International UK, said the new campaign showed the company’s continued commitment to the UK and the big ambitions they have in the pipeline in this market.
“Disaronno Velvet was the perfect next step for us as a brand and we are proud to be able to bring this to life in our latest campaign. We knew we wanted to celebrate the icons of Italian culture and we believe this commercial embodies the essence of ‘La Dolce Vita’.
Osborne added that Disaronno Velvet had become the second largest brand in the cream liqueur category in the last 26 weeks, and had recruited more than 300k new consumers into the cream liqueur category in the 12 weeks leading up to Christmas. It was also “premiumising the category with an average price per volume (£/Litre) overindexing 181 versus the wider cream category during this time frame”.
“The brand has seen £4.4m in sales in the total grocery category in less than a year with only 70% distribution and Disaronno Velvet now accounts for 77% of 50cl size format in total grocery,” she said .