BIRRA MESSINA
Sicilianness
BIRRA MESSINA
Sicilianness
A positioning content creation activity
A storytelling that moved year after year through the photos and tales of influencers who took the product to a wider and more appealing scenario: an island to be discovered, made of places, traditions, and “unexpected” experiences.
Challenge
Nowadays, launching a product and moving it from being a local to a national brand without depriving it of its nature is not easy. It was important to work carefully on positioning, to find those influencers who could be true ambassadors of the brand and find a year-lasting way…and we succeeded. We talked about Birra Messina and its Cristalli di sale (Salt Crystals) variant in a positive way to reach the consumers who then became true spontaneous “ambassadors”.
Actions
We involved Sicilian and Sicily-loving influencers and creators to tell the essence of Birra Messina and our key messages in an authentic, personal, and involving way. 3 years of work over which we spread unknown stories linked to rituals, places, traditions, excellences and had a 360° experience of the “meravigghia” (wonder) of Sicily. The main character of photos and videos was Birra Messina Cristalli di Sale, which we sent to influencers and creators in ad hoc gift boxes.
