> Increasing the appeal and credibility of the brand for a wider audience and stimulating sales

Design of a global marketing communications strategy based around a newsworthy theme for the general public – the World Cup: reinforce both the general and specific identity, via the Italian team. Creation of a TV spot, integrating perfectly into the international campaign. Implementation of a PR plan with strong spin-offs. Magazine advertisements to create the brand/consumer link via a friendly visual. Point of sale material with strong call to action: Money back in full for products purchased from the range on the day in the event of the Italian team winning on 12 June.