This August, Fernet-Branca sponsored Life is Beautiful, a large-scale Music & Arts Festival in Downtown Las Vegas.
For a brand with a bold & polarizing taste profile, activating in an environment of general audiences meant employing a new strategy for introducing the liquid in a way that first-timers would respond favorably.
Fernet-Branca is an Italian Amaro with 27 herbs & spices – the signature taste profile is incredibly bold, and for most first-timers, it can be too much to take straight. It’s often called “misunderstood” and a quintessential example of “acquired taste.” So, when introducing the brand to mass audiences, The Loveshack needed to find a way to make the first encounter with the brand, an awesome one.
Visitors to our booth were invited to take part in a simple questionnaire which tipped us off to their personal preferences and passions – like their preferred taste preferences, dream vacation destinations, favorite season, etc. Just like a dating app, the data was quickly run through an algorithm which matched them to a Fernet-Branca cocktail they were likely to fall in love with based on their answers.
To bring it to the next level, we had a professional photographer take their portrait, where it went on display instantly – matched against a beauty shot of their cocktail. Then, they were invited to step over to the bar & enjoy their cocktail. The engagement was immediately followed up with an email including their portrait, cocktail, and recipe.
Fernet-Branca, celebrated for its distinctive taste, has been a favorite of bartenders and discerning tastemakers since 1845.