Identica rebrands Pernod’s Italian bitter

Drinks group Pernod Ricard has enlisted the help of branding group Identica, to rebrand Italian bitter Ramazzotti.


Drinks group Pernod Ricard has enlisted the help of branding group Identica, to rebrand Italian bitter Ramazzotti.


The London-based consultancy won a three-way creative pitch against French and Italian rivals.


Identica was briefed to refresh the brand positioning and image of the drink, shifting from an older, male, middle class drinker to a younger, aspiring, urban, middle- to upper-class consumer.


Identica creative director Franco Bonadio says, ‘It was the carton that we redesigned, but there could be a number of other projects.’ He adds ‘We’re repositioning it to the 35- to 45-year-old market market, a bit like Fiat did for the Fiat 500, to show a kind of modern Italy.’


Identica’s strategy was to dissociate the drink from its strong regional identity – Milanese. ‘These drinks are always seen as home grown and territorial, so we created a montage of classic Italian places [from across the country] to position it as an urban drink,’ says Bonadio. To further appeal to this market, it has explored the ‘added ice element’.


Point-of-sale and promotional material will be developed alongside the packaging, which will, according to Bonadio, ‘go into production in August, to be on display by September/October, picking up for Christmas’.


Hinting at the potential of the product, he adds, ‘It is drunk in other markets and Germany is a big consumer.’

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