Can the scent and joy of Sorrento lemons invade the streets of Milan? The answer is yes, thanks to IGPDecaux's Brand Solutions and Limoncetta di Sorrento, which decided to celebrate its new look by bringing a corner of the Amalfi Coast to the city centre.
The Limoncetta brand, a well-known product of Gruppo Lucano since 1894, recently decided to change its label, bringing a breath of freshness and modernity to its image, while remaining faithful to both its historical recipe and its origins. For the occasion, Milan was also dressed in the colours and warmth of Sorrento and its beautiful coastline, the same colours and warmth that have always adorned the famous ceramics.
Protagonists of the Limoncetta di Sorrento campaign were a brand-shelter and a Sirietto tram: the former, located in Milan in Largo la Foppa, underwent a real transformation. Yellow and blue, symbols of the Sorrento sun and sea, were the backdrop to graphics designed to communicate cheerfulness and a desire for conviviality. What really dominated the scene, however, was the arrangement of lush plants punctuated by the yellow of the lemons that entirely covered the canopy, arousing the astonishment and curiosity of passers-by.
Carrying the colours and message of the Limoncetta brand around the city was instead the tram, which was also covered with graphics with a high 'WOW effect': in fact, the full-wrap creativity involved covering the entire external surface of the vehicle so as to maximise its visibility and scenic impact. In this way, it can be said, the whole of Milan enjoyed a bit of the Sorrento sun on its streets.
So, what determines the memorability and emotional impact of this campaign? The choice of relying on IGPDecaux's Brand Solutions was decisive in this case: the brand-wrap did not represent a simple advertising campaign, but the possibility of creating a completely customised environment, perfect also for sharing via social networks. The full-wrap trams, on the other hand, thanks to their large surface area and their continuous movement through the streets, really make it possible to get noticed by a wide audience, optimally exploiting the communication potential of the medium.
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