Agency
Location
Industry
Sperlari New Brand Positioning
CHALLENGE
In 2025, Sperlari introduced a new value‑driven brand positioning together with Mina, placing everyday emotions at the center as a true space for connection with people.
In 2026, the challenge was to amplify this narrative by finding a context capable of integrating media, territory, and real‑world experience while ensuring:
- Maximum cost efficiency
- Increased brand visibility
- Strong coherence with the new positioning
- An emotional and pop‑culture presence during the most relevant cultural moment of the year
Sanremo transformed into a unique ecosystem to amplify “Storie dolci, più la tua”
SOLUTION
We transformed Sanremo into a unique ecosystem to amplify “Storie dolci, più la tua”: an omnichannel presence combining TV visibility across all Festival evenings, streaming, and Radio2, with a highly contextual digital setup.Across the city, Sperlari became part of the heart of the Fuori Festival, with branded shuttles, trial experiences, and an iconic presence inside the bar of the Hotel Londra.
Thanks to a partnership with Radio Italia, the activation extended its impact across radio, digital, and social channels—creating a cohesive, high‑visibility, emotionally resonant brand presence throughout the entire Festival week.
Key Facts
