Started in June, the repositioning of Rabarbaro Zucca continues with enthusiasm on several fronts: radio commercials, social media and events. A strategy of customer engagement that addresses the noir positioning of the brand in many ways, with unexpected viral results with based on “olive and umbrella.”

We asked Sandro Marchetti, CEO of IAKI, to focus on the most important points of the operation.

Are you getting to the desired objectives?

The objectives of repositioning and relaunching the brand Rabarbaro Zucca by Illva, penetrating the segment of aperitifs and mixability have found so far a successful implementation in the strategy of experiential communication implemented by IAKI. Prospects and customers are reacting so far according to our expectations, and we’re waiting to measure a return on sales also.

What to say on the concept “Noir Spirit”?

The communication concept deals with the interpretation of the noir, a genre that on the one hand – from cinema to literature to TV – is experiencing a new era of success; on the other hand, it is well suited to represent the new color, the bittersweet and bohemian charm dark aperitif with Zucca. “Noir Spirit”, the new payoff, is the perfect representation of this marriage, and is the center of the creative idea of the entire cross media campaign. We gave Rabarbaro Zucca a language, a way of being, a personality, and in this way we made known to the public through storytelling, the Noirwas its plot, the mystery was his reason for living.

What is the creative idea of the radio commercials and how are they going?

Starting from the idea of communication, IAKI has designed and implemented a campaign of multi-subject radio commercials inspired by famous movie scenes, magazines, ironically in a modern way, with the cocktail Zucca and Chinotto as protagonist. The slogan of one of those radio – “You’re just olive and parasol” (to  trivial appetizers, instead of the famous “You’re all talk and distinctive” from The Untouchables) – is becoming a real smash with thousands spontaneous views on YouTube in the first days, already with the first remakes by users and a growing volume of conversations. This phenomenon shows good synergy between radio creativity and social media marketing strategy.