(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 designed to reaffirm the brand's leadership in sweeteners with a more current, light-hearted and inclusive language.
(Details)
| Client | Eridania |
| Industry | Food |
| Services | Creative Concept · TV Commercial · Scriptwriting · Storyboard · Video Production · Post Production |
| Category | Advertising Campaign |
02
/La sfida
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 stay popular and everyday, but with a new tone — witty and distinctive.
03
/L'approccio
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, creating a choral, light-hearted and recognizable story.
04
/Risultati
The campaign relaunched Eridania with a more modern, cross-generational language, strengthening the brand's closeness to everyday life. A story that showcases the breadth of the range and gives sweetness a freer, more personal and contemporary meaning.
(Related)