Sardanelli
Social Content / Retail Communication
(Case study / Creative Concept / TV Commercial)
Breaking cliches in the world of culinary sweetness
01
/Project overview
A new brand story to bring Eridania back into the everyday life of a contemporary world
For Eridania we conceived and produced the TV commercial “Free to Be Sweet,” aired on Mediaset, Smart TV, digital channels and social media. A campaign built to reaffirm the brand's role in the sweetener category with a more current, light-hearted and inclusive language.
(Details)
| Client | Eridania |
| Industry | Sugar & Sweeteners |
| Services | Creative Concept · TV Commercial · Scriptwriting · Storyboard · Video Production · Post Production |
| Category | Advertising Campaign |
02
/The challenge
Moving past sugar stereotypes without losing the brand's familiarity
The challenge was to bring Eridania back to the center of the conversation, telling the story of sweetness in a contemporary way that speaks to consumers' different needs. The brand had to remain mainstream and part of everyday life, with a new tone that is witty and distinctive.
03
/The approach
Flipping cliches to make sweetness feel freer and more inclusive
We developed the concept “Since 1899, free to be sweet” and built a script around characters that surprise precisely because they defy cliche. Each scene pairs a different buyer persona with an Eridania product, building one collective, light-hearted and recognizable story.
04
/The impact
