FERNET-BRANCA
order fernet, you coward
Reframing Fernet-Branca's divisiveness as a superpower.
context
Fernet-Branca is an iconic, cult brand with a flavor people either love or hate. When the brand opened a search for a new agency partner, we saw an opportunity to help it show up in culture with sharper confidence.
context
Fernet-Branca is an iconic, cult brand with a flavor people either love or hate. When the brand opened a search for a new agency partner, we saw an opportunity to help it show up in culture with sharper confidence.
context
Fernet-Branca is an iconic, cult brand with a flavor people either love or hate. When the brand opened a search for a new agency partner, we saw an opportunity to help it show up in culture with sharper confidence.
insight
Most drinkers choose safe. Familiar. Forgettable. Fernet is none of those things. Its divisiveness is not a liability. It is the point.
insight
Most drinkers choose safe. Familiar. Forgettable. Fernet is none of those things. Its divisiveness is not a liability. It is the point.
insight
Most drinkers choose safe. Familiar. Forgettable. Fernet is none of those things. Its divisiveness is not a liability. It is the point.
solution
We positioned Fernet as the opposite of safe: provocative, unapologetic, unforgettable. A flexible visual system came to life through lines like “Order Fernet, you coward” and “Buy something that bites back.” Built to flex across retail, on-premise, trade, and digital, the system gave the brand a clear cultural stance with room to remix.
solution
We positioned Fernet as the opposite of safe: provocative, unapologetic, unforgettable. A flexible visual system came to life through lines like “Order Fernet, you coward” and “Buy something that bites back.” Built to flex across retail, on-premise, trade, and digital, the system gave the brand a clear cultural stance with room to remix.
solution
We positioned Fernet as the opposite of safe: provocative, unapologetic, unforgettable. A flexible visual system came to life through lines like “Order Fernet, you coward” and “Buy something that bites back.” Built to flex across retail, on-premise, trade, and digital, the system gave the brand a clear cultural stance with room to remix.
impact
We lost the pitch. But the work still stands. A bold platform with teeth. Memorable by design. Exactly what the product deserves. We're proud of it.
impact
We lost the pitch. But the work still stands. A bold platform with teeth. Memorable by design. Exactly what the product deserves. We're proud of it.
impact
We lost the pitch. But the work still stands. A bold platform with teeth. Memorable by design. Exactly what the product deserves. We're proud of it.
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