DISARONNO VELVET: SUMMER SNAPSHOTS OF THE NEW “DOLCE VITA”
A scrapbook of summer memories imbued with the scent of the Dolce Vita and the clear vision of a successful product: Disaronno Velvet commits to memory a record-breaking summer thanks to a strategy based on events in metropolitan areas all over the world during June and July, in the most iconic contemporary venues of great international cities with breathtaking views. From London to New York, from Milan to Amsterdam, from Chicago to Montreal, by way of Miami and obviously Sorrento, the perfect setting for the Italian Dolce Vita mood, with the splendid Amalfi Coast chosen as the location for the latest Disaronno Velvet communication campaign.
With a synergistic and diversified global strategy across different platforms (traditional media, digital pr, local events, participation in international fairs and events, in-store visibility), Disaronno Velvet has renewed its brand awareness. This is evident in the results of recent market research regarding the summer campaign for the new ad in the UK and USA, which have confirmed consumers’ perception of the product as innovative.
Daniele Dalla Pola – bartender
Simultaneously, the packed schedule of local events organized worldwide, dedicated to journalists, influencers, and consumers, generated over 13.7 million impressions generated on social media and over 403 million viewing opportunities. These outstanding figures complement the results achieved through participation in major international beverage trade shows (such as Tales of The Cocktail in New Orleans, where over 600 drinks were created in less than 6 hours by the renowned bartender Daniele Dalla Pola, a guest star of the event) and numerous high-visibility off-premise display solutions activations carried out by various markets, including Germany and Italy, to name just a few.
MILLION impressions thanks to influencers
MILLION viewing opportunities
The consumption proposals associated with Disaronno Velvet that drove sales during the summer period are two: the classic “on the rocks” and the refreshing Velvet Batida. Tastings, in synergy with the communication campaigns activated on various channels, have led to very positive sales results in the different countries involved, with a forecasted growth rate of +33% compared to 2022 by the end of 2023.
Truly a summer to remember for Disaronno Velvet, once again confirming itself as a trendy product, capable of reaching an ever-expanding consumer base and new market shares.
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