Amaro Montenegro celebrates the'friendship between Totti and Spalletti
Amaro Montenegro, born in Bologna in 1885, celebrates its 140th anniversary with a new campaign that celebrates authentic relationships, those from the “True Taste.” Always at the center of Amaro Montenegro’s communication, friendship returns as the protagonist in the new commercial, on air from October 27.
Making this communication project even more special are Francesco Totti and Luciano Spalletti, the protagonists of a’friendship that is recomposed after a period of misunderstandings that had all of Italy talking. The two soccer icons had publicly expressed their desire to reunite, by virtue of the many emotions they had experienced together. Amaro Montenegro, took this unique opportunity to put an end to disagreements and tell a story of friendship in a commercial that tells a “modern duel” with an ironic tone.
Not surprisingly, next to the historic payoff “True Taste” and the famous sound logo – rearranged for the occasion in a Western key – debuts the new campaign line “Where there’is Friendship,” which underscores Amaro Montenegro’s communication territory focused on true, unfiltered friendship.
“With this new project, launched on the occasion of Amaro Montenegro–s 140th anniversary, explains Alessandro Soleschi, Chief Marketing Officer Spirits of Gruppo Montenegro–we celebrate the values that have always distinguished the brand: friendship and authenticity. We do this by sealing the first official meeting between Totti and Spalletti, who meet at the bar for a toast with True Taste.”
“To celebrate such an important anniversary – adds Leonardo Guerra Seràgnoli, who handled the creativity of the commercial, also serving as director and executive producer – we chose to tell the’essence of Amaro Montenegro from a new perspective. If in the past we showed the’friendship capable of accomplishing impossible feats, this time we wanted to explore its strength in finding each other, even after misunderstandings.”
