Dietorelle relaunches the brand with Ambra Angiolini and the jingle “Basta il nome”

Sperlari has chosen Ambra Angiolini as both the author of the song and the artistic director of Dietorelle’s new advertising campaign. The project marks a further step in the brand’s transformation, which, after four years of steady growth, is evolving its positioning with a more contemporary, authentic language that is closer to everyday moments of pleasure.

In this new phase, Dietorelle strengthens its role in the sugar-free segment with a 100% vegan offering, free from animal gelatine, made with natural flavours and without artificial colourings. From a communication perspective, this evolution is accompanied by a fresher, more pop-inspired imagery. Together, Ambra and Dietorelle open the doors to the Dietorelle Disco Club, a dreamy and vibrant space inspired by the lightness and freedom of 1980s and 1990s disco culture. A timeless place where music and taste come together, allowing everyone to feel carefree and light, even if only for a moment, thanks to the notes of the jingle “Basta il nome.”

At the heart of the campaign is the music video, which alternates choreography, close-ups of the artist and interactions with iconic objects reinterpreted through the brand’s lens, such as a candy cocktail and a curtain made of Dietorelle.

This new narrative is brought to life through a communication platform centred on music, lightness and entertainment. With “Basta il nome,” Ambra returns to music in her artistic journey, becoming co-author and voice of the brand’s new original jingle as well as the star of the campaign’s official spot. Written together with music producer Fabio Gargiulo, based on an idea by Ambra Angiolini, the jingle becomes the narrative core of the project, supported by a broader ecosystem of video and social content, including backstage material and dedicated digital formats designed to boost memorability, recognition and engagement.

An actress, TV and radio host, director and singer, Ambra Angiolini was chosen by Sperlari for her ability to move across different worlds and generations, maintaining over time a language that is authentic, direct and personal, and that has evolved alongside her audience. A highly recognisable figure in the Italian landscape, capable of guiding the brand towards a communication approach that is increasingly contemporary and aligned with pop culture languages.

“The collaboration with Dietorelle gave me the opportunity to create a campaign from scratch that truly reflects my own imagery alongside the product. I started from the 1990s, from a brand that has always been with me and that was probably my first encounter with the words ‘Sugar Free’. For me, Dietorelle is the colour of joy: the simple happiness of putting a hand in your bag and finding a sweet. I wanted to create a spot rich in references to the 1980s and 1990s, with pop icons, movements drawn from memory and visual suggestions that are part of our collective story. Thanks to the total trust I was given, I sought a truly authentic meeting point between myself and the brand. That’s why I thought ‘Basta il nome’ was the perfect line: because, just like Dietorelle, Ambra doesn’t need too many explanations,” says Ambra.

This vision reflects the brand’s ongoing evolution, as highlighted by Chiara Trabattoni, Head of Marketing at Sperlari:
“Dietorelle is undergoing a significant growth and transformation journey, and this campaign represents a further step in strengthening the brand’s identity. We wanted to create a story capable of bringing together entertainment, music and contemporaneity through expressive codes that are immediate and recognisable for our audience. In this journey, Ambra has been a natural choice: a profile strongly aligned with the Dietorelle target, particularly women aged 35+, and able to embody traits that are closely connected to the brand’s DNA, such as originality, the ability to evolve over time while remaining relevant to its audience, and a pop, light-hearted and carefree attitude. A figure capable of bringing authenticity, energy and strong recognisability to the project.”

Media planning details
To support the new positioning, the campaign will run for four weeks, from 1 to 29 June, with an omnichannel media strategy covering the main target touchpoints in an integrated way. The plan includes Connected TV, streaming platforms (including Netflix, Prime Video, Disney and Mediaset Infinity), as well as YouTube for online video, and Meta social channels, particularly Instagram and Facebook. The creative execution is by Kiwi, part of Next Different Uniting, while media planning is handled by Mediaplus.

“We have been supporting Dietorelle in its evolution journey for some time, and each new milestone has allowed us to refine an increasingly integrated strategy. For this campaign as well, we focused on the quality of contact: a media approach that reaches the target audience in their most receptive moments, optimising impact, context and experience, turning every touchpoint into an emotional connection with the brand. Not to simply occupy spaces, but to inhabit contexts and build authentic relationships,” says Greta Bottini, CGO of Mediaplus Italy.

“For over three years, we have been supporting Dietorelle in a strategic journey to strengthen its brand identity, and this year we aimed to raise the bar even further. Our entire strategic, creative, account and production team found in Ambra the perfect ally to connect with the target in a relevant and meaningful way. The result is an original campaign that we believe will become a summer hit to sing and dance along to,” concludes Davide Agarossi, Client Director at Uniting.

In line with the campaign’s musical and pop positioning, Dietorelle will also be the Wellness Partner of “Beach Like a Deejay,” the summer tour organised by Radio Deejay, which will visit some of Italy’s main seaside destinations in July, combining music, sport and entertainment. The partnership includes sampling activities and brand presence within the event’s experiential areas, along with a dedicated social and radio amplification plan featuring Instagram content partnerships, audio prerolls and a national radio campaign to support the brand’s four-week summer activation.

CREDITS

SPERLARI

• Head of Marketing: Chiara Trabattoni
• Group Brand Manager Candies & Antica Erboristeria: Lorenzo Cacciatori
• Junior Brand Manager Candies & Antica Erboristeria: Carlotta Tosi
• ECommerce & Digital Manager: Nicolò Cardin

KIWI AND FLU, Part of Next Different Unitings

• Client Director: Davide Agarossi
• Executive Creative Director: Leonardo Bonaccorso
• Creative Director: Serena Cirini
• Senior Copywriter: Chiara Garbagnati
• Art Director: Alessia Bertoni
• Influencer Marketing Strategy Lead: Alessandra Ravelli
• Social Media Manager Lead: Ugo Giacalone
• Social Media Manager: Martina Gilda Fontana
• Influencer Marketing Lead: Alice Lorusso
• Senior Account: Margherita Stefania
• Executive Producer: Guglielmo Fava

MEDIAPLUS ITALY

• Vittorio Bucci, CEO Mediaplus Italy
• Greta Bottini, CGO Mediaplus Italy
• Giulia Cavanna, Business Lead Mediaplus Italy

TALENT

• Artistic Direction & Co-author of the jingle: Ambra Angiolini

PRODUCTION COMPANY: DEA Productions

• Executive Producer and Director: Davide Enrico Agosta
• Producer: Roberta Franco
• DOP: Michele Brandstetter
• Grading: Giorgia Meacci
• Stylist: Martina Iorio
• Set Design: Amalia Valsecchi
• Choreographer: Ivan Spinella
• Editing: DEA Studio

MUSIC

• Original soundtrack “Dietorelle basta il nome”: Fabio Gargiulo & Ambra Angiolini
• Artistic production: Fabio Gargiulo for BKM Production