GALLIANO

Challenge

Re-launch the Galliano brand through new packaging in the Mid-Atlantic region.

Solution

MSP created a 5-month promotional campaign designed to reposition the Galliano brand as being synonymous with the Italian luxury lifestyle. The promotion featured Italian spokesmodels dressed in designer clothes that drove three “Fly Yellow” Ferraris to events through Washington DC and the state of Maryland. Over 300 events were decorated with fresh yellow roses attached with a “Message from Galliano.” A launch activation targeting bartenders, managers, spirits retailers and other stakeholders was held at a go-kart track that featured Galliano sampling, an Italian buffet and racing competition.

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