Frangelico came to us via a non-traditional path. We were approached by The Pitch, AMC’s advertising-based reality show, to compete against The Ad Store in NY for Frangelico’s business.
The Task: Create a campaign for 30-something women who “have it all” and debunk the myth that Frangelico tastes like maple syrup.
The Solution: To position Frangelico as the liqueur of choice for trendsetting women, my writing partner and I developed the campaign “Women Just Know,” based around the concept that women’s intuition was leading discerning alcohol consumers to the famous liqueur.
The Result: Frangelico chose our work over our competitors’ and we won the campaign challenge. The brand also liked us enough to hire us when the show ended, and we created several ads for them around the tagline “Delightfully Unexpected.”
