Reinout Bosman
My compatriots really know that they live in a beautiful country. Of Made in Italy as one of the most important brands in the world and with a clear love for details, beauty and purity that are part of the Italian DNA.
So far we're back, aren't we? Well, then you undoubtedly understand that Italians can develop wonderful marketing campaigns when it comes to their export products. After all, if you make such good products, you must also be able to display them in a beautiful and experiential way.
Country marketing, product marketing, brand marketing. I believe that abroad can learn a lot from the Italians in this area. Today I would like to give a glimpse of what Italian marketing is all about.
Cup of coffee, Mr. Bocelli?
Take one of Italy's greatest tenor singers, give him a cup of coffee from a well-known coffee brand, couple it with the age-old tradition of coffee making and taste perfection and you have a beautiful commercial.
In this commercial Andrea Bocelli studies it Morning from Ruggero Leoncavallo, just as a coffee maker is looking for the perfect taste for his coffee. 'Innovation comes from the age-old tradition,' is the slogan. Where innovation in singing the ancient Morning is equivalent to making the Illy coffee.
What cultural values do we see in this commercial? The passion and pride for the region (you see images of Tuscany), you hear an Italian aria and see a Tuscan drinking coffee, flanked by his relatives. In the final scene, Bocelli's creation of Morning shown to the general public. There, too, a wonderful parallel arises with coffee: once the product is good, the world is ready to enjoy it.
A very successful campaign. Only Bocelli has not thought that coffee is actually very bad for your vocal cords, but we will leave that minuscule detail aside.
Volar, volar
"They were bankrupt, weren't they?" I hear you thinking… That's right, Alitalia isn't in the best shape, but they can still make great commercials. This campaign aims to get Italians excited about flying again with their national 'pride'. So Alitalia takes you in the Alitalia Experience: from the first tension prior to flying to 'relaxation' in the lounge and in the aircraft. On board a radiantly smiling flight attendant and fresh coffee beans for the perfect espresso.
Traveling as a family, with friends, for business… it's all possible with Alitalia and Alitalia wants to take you along in that experience. For the observant viewer: there is even a subliminal influence in this video. Subliminal means that you are not aware that something has happened in a flash that has affected your thoughts.
In this commercial come the words Alitalia Casa beyond, which should influence you so that you associate Alitalia with a place where you feel at home. Then the flight comes into view and it is one big party to be on board an Alitalia aircraft.
For those who have ever flown with Alitalia: the flight attendant didn't smile so warmly for me and the coffee was not very tasty. There was enormous stress at the airport, no pastries in the lounge and internet not working. On the other hand, I do feel like flying again and despite the fact that the reality is somewhat different, Alitalia has also conquered a place in the heart of this foreigner.
A kiss from a chocolate
Perhaps the marketing tradition of the Baci Perugina the oldest in Italy. Over the years, under Nestlé rule, the brand has been very successful both at home and abroad. For example, when the Baci Perugina was introduced, they sent press releases to all Italian newspapers, announcing that beautiful ladies were coming all over the country to give free kisses. The news hit like a bomb: even on television questions were asked and in a few weeks Italy was captivated by the arrival of the kissing girls.
Until it turned out that it was a marketing stunt and that you do indeed receive a kiss from the chocolate that kisses your lips the moment you eat it. A pure sensation of taste and feel. A hit was born.
In the video below, the Baci Perugina take it to a new level:
This time, the Baci are nationally equated with everything related to art, culture, beauty and purity. Musical terms like it adagio be coupled with the sensation of the chocolate. Art, friendships and love: intertwined in taste, form and color. The Baci Perugina has everything that Italy stands for.
And the government can also do something about it
In honor of the Expo in Milan the Ministry of Economic Affairs, in collaboration with the Italian Trade Agency (ITA), developed a film about the Italian top sectors. In this film they put an end to the prejudices and stereotypes that exist in Europe when it comes to Italy and Italians. They mainly want to show where the opportunities lie and why everyone should start working with Italian companies in Italy. Again, the story applies here, the story.
Marketing Italy: telling stories
Did I mention that Italians are good at telling stories about their country? That's why I find them so incredibly inspiring. A good marketer can put anything on the market, as long as you tell a strong and credible story, which touches people, enthuses them and gives them the confidence to commit to your brand.
With the elections in this period and the sometimes somewhat complicated and under fire image of this beautiful country, marketing is of great importance. And Italy is certainly not going under.
Because once you've come into contact with Italians, you'll never want to be any different.
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