With the concept “Life is bitter” we combine a powerful human insight with the very core of the product and are able to create hyper relevant and contextual advertising in all sorts of different media. This concept performs extremely well on social and digital platforms and keeps growing Fernet-Brancas market share.
RESULTS (from 2014 - 2024)
Volume: +428%
Value: +561% in a category that has declined 8.5%
Reach among young adults (18-39): approx. 676,000 per year (~50% of the target group).
CPM (cost-per-mille): reduced from ~DKK 32 to ~DKK 13.90 (-230%).
Moved from #6 to #1 in the bitter category, both in volume and value.
Even though the bitter category declined, we still created +4561% growth in value and made Fernet-Branca market leader.
