+ 1.280 media hits
198 mln readership
BIRRA MESSINA
You can feel Sicily
We have identified a distinctive communication territory for the brand and defined a positioning for a beer that aims to pay homage to Sicily, loved by millennials and enjoyed by everyone.
+ 1.280 media hits
198 mln readership
BIRRA MESSINA
You can feel Sicily
We have identified a distinctive communication territory for the brand and defined a positioning for a beer that aims to pay homage to Sicily, loved by millennials and enjoyed by everyone.
Birra Messina: “You can feel Sicily”. A journey into the wonders of the island
Since 2019, HEINEKEN Italia has relaunched Birra Messina in Sicily and the national market with an innovation: Birra Messina Cristalli di Sale (Salt Crystals Beer). We have executed a successful communication campaign that integrated the efforts of the brand team, communication, and public affairs, transforming Birra Messina from a local gem to a national icon.
Challenge
To make the “La Sicilia Si Sente” campaign known, we have identified a distinctive communication territory for the brand with a consistent positioning that is appealing to young millennials, both Sicilian and non-Sicilian. Additionally, it is relevant and engaging for national and local media. The campaign focuses on telling the stories of Sicilians who become spokespersons for their oldest and sometimes undiscovered traditions, but with a modern twist.
Actions
To establish a connection between the resources of Sicily, the values of the target audience, and the brand’s DNA, we engaged various Sicilian endorsers such as AIGU (Italian Association of Youth for UNESCO) to honor the island and shed light on lesser-known aspects of Sicily through the voices of young Sicilians. In 2022, we created “Experiences of Sicily,” a guide to the Sicilian way of life featuring beloved locations and destinations for millennials, while still appealing to everyone. We organized a press tour for the media to experience iconic places firsthand and promoted the guide through press desk activities in both national and local newspapers.
