Crodino is the most popular non-alcoholic aperitivo drink in Italy. Everyone knows it. The challenge was to launch Crodino worldwide, with a new tone of voice appealing to a very different target: the young and creative.
The Surprisingly Crodino Campaign
The global launch of Crodino, the surprisingly non-alcoholic Aperitivo.
When you order a non-alcoholic drink, you feel like you’re missing something and your experience isn’t going to be as pleasurable as it could be. Then there’s Crodino. It looks like an alcoholic drink, tastes like an alcoholic drink, has a rituality like an alcoholic drink, but is totally a non-alcoholic drink. This witty spirit of Crodino, along with an in-depth study of our target audience for the TOV and visual part, has been the main inspiration for our work.
In order to launch Crodino and introduce it to the various countries, we started by defining its features and creating a new witty, contemporary tone of voice. Each feature, so unusual and unexpected for a non-alcoholic drink, became a starting point in bringing to life a different world and profile for the Crodino consumer. Surprising, like Crodino itself.
The campaign will be launched worldwide throughout 2021, with first localizations already allowing us to express the full creative potential of our idea through great media support.
The campaign brings the product closer to a more young, contemporary and cosmopolitan target audience while introducing a fresh, new narrative for the brand.