HCA Mindbox, Windsor Ontario

FRANGELICO CASE STUDY

Frangelico was a classic example of a world class beverage alcohol brand whose voice was not being heard among the clutter of spirits brands competing for the same ears.

Goals

. ACTIVATE GLOBAL ATL AND BTL STRATEGIES
. INCREASE CONSUMER DRINKING OCCASIONS
. INTRODUCE FRANGELICO TO NEW CONSUMERS WHILE NOT ALIENATING THEIR CORE CONSUMERS

Strategy

Frangelico was the liqueur everyone thought they knew, but weren’t aware of its hazelnut flavour, or what to do with it. Typically the brand was enjoyed by middle aged women as an after dinner drink or mixed with coffee. Despite the brand’s actual light consistency and taste, consumers perceived Frangelico to be dark and heavy. Some associated it with a similarly shaped syrup bottle.

To change this perception and to better present the unique flavour profile to consumers, HCA Mindbox developed a new creative platform founded on Frangelico’s “irresistible hazelnut taste.” To increase drinking occasions, seasonal signature cocktails were invented to introduce consumers to the versatility of Frangelico.

Creative

HCA Mindbox conceived a branded lock-up of the iconic Frangelico bottle emerging from within an opened hazelnut. The representation showcases the easily recognizable bottle shape, while clearly identifying the hazelnut flavour profile. The signature of “irresistible hazelnut taste” and decadent dessert cocktails both serve to reinforce the delectable nature of Frangelico and its hazelnut base flavour. Headlines promising the sensual benefits of enjoying Frangelico were written to connect the brand with the consumer. Advertising and sales promotion materials were developed and made available to global markets

RESULTS

Frangelico is a quality, heritage brand – with unique challenges in both brand awareness and the need for a contemporary package update. Consumer awareness and usage of Frangelico were heightened. The campaign became the catalyst for further strategic brand activation that focused on flavour and versatility.