After a career as sous chef for the renowned international chain Cipriani, Efren created his own biscuit brand. Truly exceptional biscuits.
After several years on the market, Efren engaged Notorious Agency with the goal of revitalizing the brand’s communication – refining its positioning, strengthening its identity, and building a renewed brand imagery along with a more accurate consumer perception.
Efren: one man, one brand.
The very first thing we thought when we tasted his biscuits was: “How can they possibly be this good?”
“If they’re that good, there must be a reason,” Efren replied.
As we delved deeper into his story and expertise, we discovered that the reason is not just one, but many. And we immediately identified the narrative thread that would shape the storytelling of such a distinctive brand.
Brand Strategy
The communication strategy of “I Biscotti di Efren” is built upon a renewed brand rhetoric, grounded in solid conceptual pillars that shape its messaging framework:
The first step therefore consisted in sharpening and defining an original, impactful rhetorical framework – essential to shaping the new communication assets.
- Brand Personality
- Promise
- Main concept
- Key concepts
- Vision and Mission
- Reason why
- Supporting evidence
- Tone of Voice
- Visual Imagery
The brand “I Biscotti di Efren” asserts the superior quality of its biscuits and delivers a clear invitation - confident in its ability to prove its promise:
“There is something that makes these biscuits so good. And we invite you to discover what it is.”
Advertising videos
A series of advertising-style videos represent the flagship assets of the new brand communication strategy: emotional spots showcasing different consumption occasions – breakfast, snack time, after dinner, gifting – built around a recurring, engaging and recognizable format that is unmistakably anchored to the defined tone of voice and the brand’s distinctive personality.
Social contents
The social strategy is driven by a well-structured Content Strategy. We designed it along interconnected conceptual paths that weave together to create a powerful and coherent message.
The narrative unfolds around several strategic key concepts that express the full value of the brand – both in a demonstrative way, clearly highlighting the distinctive strengths of the biscuit production, and above all in an emotional dimension, aimed at touching consumers’ hearts and fostering a strong, empathetic connection between the brand and its audience.
Ads
