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Haecky Import AG, Amaro Montenegro

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Client

Amaro Montenegro is the most popular bitters in Italy. The herbal liqueur is imported and distributed in Switzerland by Haecky Import AG. The company, which specialises in spirits and fine foods, is responsible for success in the retail and restaurant sectors.

 

Challenge

Advertising for alcoholic drinks is subject to very strict guidelines in Switzerland. Before publication, all ideas must be approved by a federal office. Any statements that even slightly encourage consumption are strictly forbidden.

Result

The Swiss population loves all things Italian. The Italian way of life, the Mediterranean cuisine and the cars stir up strong emotions. The Italian language too. Due to the close relationship between the words “Amaro” and “Amore”, we were able to use a slogan that would not have been permitted if the real sense of the word had been used: “Amore mio.”

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