Have you noticed that Tavernello's communication today is very different from what it was a few years ago, especially on social media? Tavernello, known for its famous wine in brik, has undertaken a major process of rebranding to renew its image and improve the perception of the product in the eyes of consumers.
Today, the brand is positioned as a choice of quality, accessible and modern, capable of attracting both new generations and loyal audiences; it thus proved that a brand can evolve without losing its identity, turning weaknesses into strengths with the right strategy. But how has it succeeded?
The first step in rebranding was a visual restyling, with a new circular logo, cleaner and more refined lettering and the tagline "Sincere. Good. Italian.". These elements convey authenticity and simplicity, reassuring consumers and making the product more attractive on the shelves.
In addition to the classic brik, Tavernello introduced new bottled wine lines, offering a more refined alternative for different consumption occasions. This has helped improve brand perception and broaden the audience.
One of the most interesting aspects of rebranding was the use of the'self-irony in advertising campaigns. Tavernello turned historical criticism into strengths, demonstrating self-irony and sympathy, winning elements to engage the audience.
To dismantle the usual clichés, Tavernello called on Maccio Capatonda, master of surreal humour. The result? A series of hilarious commercials poking fun at the world of sommeliers.
Among the most memorable is "Sommelier. Don't try this at home", where Maccio plays a wine critic obsessed with technicalities, to the point of turning every moment of his life into an absurd tasting analysis. The whole thing results in a comic delirium, leading to the final revelation: enjoying a good wine is easier than it looks.
The ad made a splash: millions of views and crazy engagement. The message? Tavernello is an authentic wine, accessible and without too many formalities. After all, drinking well is a matter of pleasure, not complications!
With this move, Tavernello has shown that taking itself lightly can therefore be the winning strategy to win over the public and breathe new life into a historic brand.
Sommelier: don't try this at home. Maccio Capatonda knows something about this!
Tavernello stands out on social media with content creative and interactive, designed to appeal to a younger audience. The communication combines irony, aesthetics and strategy: artistic quotations, editorial shots and a light tone that invites you to “play” with the brand.
The message is clear: always look at the glass half full... of Tavernello! Even criticism is handled with irony and pride, defending the quality of the product and reaffirming the company's mission.
And you, what do you think of the new Tavernello? Leave a comment or subscribe to our newsletter to stay up-to-date with the latest marketing trends!
