In the spotlight:
"Sardinian Soul"
2024 Double Silver Effie
Effie is about awarding ideas that work, educating about effective marketing and showcasing the best work to enhance learning in our industry.
CAMPAIGN NAME
Sardinian Soul
CATEGORIES
2024 Best of Europe: Sustained Success
2024 Best of Europe: Product/Service Launch
CLIENT
Ichnusa
LEAD AGENCY
LePub
CAMPAIGN DESCRIPTION
Ichnusa is Sardinia’s beloved beer, a symbol of the island’s culture and traditions. With a strong local following and deep cultural roots, it was primarily known only to Sardinians and holidaymakers who sampled it during their trips to the island. This case describes how Ichnusa carefully expanded its reach to the Italian mainland, using its authenticity and identity as the driving force behind a successful transformation into one of Italy’s favorite beer brands.
THE CHALLENGE
In 2016, Ichnusa was largely unknown on the Italian mainland, with only 11% spontaneous awareness across the country. To scale and drive growth, the brand needed to gain national recognition. However, how could the brand expand without losing its authentic Sardinian identity? The goal was not only to introduce Ichnusa to the wider Italian market but also to offer a genuine glimpse of the true Sardinia, an island often misunderstood and subject to stereotypes in Italian culture, showcasing the island's rich heritage and culture through the campaign.
THE STRATEGY
To establish Ichnusa as more than just a beer but a true representation of Sardinia's spirit, the brand’s visual identity was overhauled. Emphasising boldness and simplicity, the new design incorporated a color palette drawn from the Four Moors flag and a rugged typeface. Photography moved away from the clichéd sunny Sardinia shots to embrace a more raw, black-and-white portrayal of the island.
Beyond marketing, Ichnusa took action to further reinforce its commitment to Sardinia. The brand launched sustainability initiatives, including beach cleanups with local athletes, promoting returnable bottles, and supporting reforestation efforts. These initiatives made a lasting impact on the environment and local communities.
Clear evidence of success:
- Brand penetration tripled, reaching 32% in 2022.
- Became the #3 beer brand in Italy within 4 years.
- Brand awareness soared to 42% by 2022.
RESULTS
Ichnusa experienced an extraordinary transformation, growing its market share from 3.1% to 11% in just six years, while also tripling its volume share.
It became the #3 beer brand in Italy and, between 2017 and 2022, it delivered a profit ROI of €9.16 per €1 spent
The brand's authenticity was key to its success, as 93% of Sardinians continued to see Ichnusa as a symbol of Sardinian excellence.
Ichnusa became the most meaningful brand in Italy across all categories, not just beer, achieving Kantar’s highest “brand power” score in the country
Importantly, Ichnusa’s communications sparked pride among Sardinians, with some even offering honorary citizenship. Through genuine connections with its roots, Ichnusa proved that authenticity could drive significant growth without the need for heavy spending.
WHY A DOUBLE SILVER EFFIE? Here's what the jurors said.
