Sardinian Soul
Summary: When your brand’s most powerful asset is its authenticity, how do you communicate it without looking like a sell-out? This is the story of how they launched Ichnusa – a small, Sardinian beer – and turned it into one of the Italy’s favourite brands. How they made tiny Ichnusa into the most meaningful brand in the country and the third largest beer brand by market share – achieving an ROI of €9.16/1€ spent. Most importantly, how they made Sardinians proud of their beer. This is how they bottled authenticity.
Ichnusa became Italy’s most meaningful brand and the third biggest beer in Italy (from ninth).
Lead Agency(s): LePub
Client / Brand: Ichnusa
Effie Award(s): Silver
