To celebrate the first 100 years in business of «Pellini» with a memorable campaign to promote the culture of Italian espresso around the world and open up new international markets through Amazon marketplace.
The big concept on which the Pellini campaign rests, #BlendAbility, namely the brand’s ability to create outstanding blends that enhance the quality of its coffee, was central to more than 80 contents forming a two-year communication plan across TV, radio and digital media.
The campaign, rolled out Europe-wide and across the USA through large-scale media planning in programmatic advertising, involves the use of pre-roll videos and high-impact custom ad formats on leading international publishing platforms, all designed to pursue and strengthen the brand’s positioning strategy.
The media plan is supported by an influencer marketing strategy with more than 100 content creators (Pellini Dreamers) rolled out in 6 different countries (Italy, United States, Germany, France, Spain and the United Kingdom) and the Amazon Brand Store, used as a landing site and hub for all the initiatives and activities programmed, immediately welcoming users into the world of Pellini, with direct contact with the product catalogue in a shoppable version.
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