Milan, March 8, 2023 – The 8th Italian edition of Best Brands has crowned Coca Cola as the Best Product Brand, Diesel as the Best Growth Brand, Samsung as the Best Sustainability Brand, Amazon as the Best Phygital Brand, and Nutella as the Best of the Best.

During the traditional gala evening held at RAI Studios in via Mecenate, Giovanni Ghelardi from Serviceplan Group and Enzo Frasio from GfK, accompanied by Lorenzo Sassoli de Bianchi, President of UPA, who has been sponsoring the initiative since its inception, and the historic partners Rai Pubblicità, 24ORE System, IGP Decaux, ADC Group, announced the Oscars of the Brands 2023.

Returning to full in-person format after the last two phygital editions, the gala was brilliantly hosted by the long-standing presenter Filippa Lagerbäck, "at home" in the RAI Studios, which usually host the program Che Tempo Che fa. The announcement of the rankings, composed of 40 Best Brands finalists, 10 for each category, was interspersed with partner interventions and interviews with the "winners" and prestigious guests.

During the event, the Fedez E.T.S. Foundation (an acronym that stands for Third Sector Entity), founded in 2021 and already distinguished by numerous solidarity projects, was awarded an important recognition by the Best Brands partners: the Innovation for Good award, for contributing with the innovative strength of social media to build charity and social generosity projects. The Foundation received a prize of €100,000 to be invested in advertising space to continue supporting projects for people and communities.

An emotional performance by Malika Ayane, introduced by Filippa as a Best Brand because she managed to combine performance with public judgment, generating sales and market impact, and capturing the hearts of her audience.

Taking the stage to receive the Best Brands 2023 awards were Raluca Vlad, Marketing Director of Coca Cola Italia; Alice Antoniolli, Head of Global Content & Go To Market, and Elena Piccinni, Head of Global PR, Celebrities, and Events for Diesel, along with a video message from Renzo Rosso, Founder of Diesel and President of the OTB Group; Daniele Grassi, Vice President of the Home Appliance Division of Samsung; Giorgio Busnelli, Director Consumer Goods of Amazon; and Alessandro D’Este, CEO of Ferrero for Nutella.

The awards were presented by Federico Silvestri, General Manager Media & Business of Gruppo 24 ORE; Andrea Rustioni, Managing Director of IGP Decaux; Raffaele Pastore, General Manager of UPA; Salvatore Sagone, Co-founder and President of ADC Group; and Gian Paolo Tagliavia, CEO of RAI Pubblicità.

Best Product Brand 2023 is Coca Cola

This ranking features historical brands, products that are true icons of our time. They are our love brands, products deeply rooted in our culture, timeless leaders with varying traditions that are an integral part of our lives. They are more than just brands and products: they are true travel companions, reliable and always there when we need them.

After Coca Cola, the top ten includes Dash, Nutella, Nike, Mulino Bianco, Rio Mare, Alexa, Lego, Sony/PlayStation, and Kinder.

Best Growth Brand 2023 is Diesel

In this ranking, the most responsive of the four to external changes, there is a clear desire of Italians to return to living life to the fullest after years of seclusion and fears. After the cleansing and sanitization in 2021 and the pampering and well-being in 2022, fashion, entertainment, and games reflect the desire for escape that has returned, both to exorcise the past and to move forward.

Diesel is joined by brands such as JBL, Mattel, Microsoft Xbox, Nintendo Switch, Allianz, Iliad, Ace, Divella, and Tempo.

Best Sustainability Brand 2023 is Samsung

This ranking shows how sustainability has entered every aspect of our lives. It is no longer the prerogative of a few virtuous brands or sectors, but an essential quality for anyone who wants to play a role by our side. Sustainability is now democratized and strongly influences every act of consumption, benefiting not only the environment but also our daily lives. The top ten in this ranking finally tells us that sustainability is not just about those who don't pollute, but also about those who care, above all, about the people they serve.

Following Samsung, we find Amazon, Tempo, Algida, UnipolSai, Svelto, Dash, Mercedes, Miele, and Bosch.

Best Phygital Brand 2023 is Amazon

This is the ranking of the "onlife." It includes brands that have looked to the future, surpassing the dichotomy between real and virtual, physical and online, to choose to exist in a unique and pervasive dimension that transcends barriers of time and space. These are brands that accompany us in a continuous flow of communication and offerings, making them always close and available. The variety of brands present demonstrates that what matters for this ranking is not the history or origins of the brand, but only its ability to adhere to contemporary life and live it to the fullest.

Amazon, Nike, PayPal, OVS, H&M, Coca Cola, Samsung, Mulino Bianco, Dash, and Esselunga are part of the 2023 ranking.

Best of the Best 2023 is Nutella

Chosen among the top five brands in the other four rankings, Nutella is the brand that consumers have recognized the most for its ability to excel in all four value areas of the rankings: attention to the product, dynamism and growth capacity, attention to sustainability, and openness to both the physical and digital world.

For information, please visit the website: www.best-brands.it