Frangelico Liqueur
Winning a national pitch by connecting the brand to a new generation of female consumers.
Role
Concept / Design
Industry
Beverage
Team
Copy / Production
Problem
Frangelico entered the process through an unconventional channel: a competitive brief issued via The Pitch, AMC’s advertising reality series. Our team was selected to go head-to-head with The Ad Store (New York) for the opportunity to win the brand’s business.
The Task
Task Develop a campaign targeting accomplished, style-conscious women in their 30s—consumers who “have it all”—while challenging the misconception that Frangelico has an overly sweet, maple syrup–like profile.
Solution
To reposition Frangelico as a refined, contemporary choice, my writing partner and I created the campaign “Women Just Know.” Built on the insight that intuition guides confident decision-making, the platform framed Frangelico as the liqueur discovered—and chosen—by discerning women ahead of the curve.
The fully integrated campaign spanned social, print, in-store and on-premise executions, and included a promotional trip to Italy, reinforcing the brand’s heritage and aspirational appeal.
Result
Our concept was selected over the competing agency’s work, securing the campaign win. Following the show, Frangelico extended the relationship, engaging us to further develop the brand platform, including additional creative under the tagline “Delightfully Unexpected.”
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