FABBRICA DI PEDAVENA

FABBRICA DI PEDAVENA

Brand repositioning and architecture

FABBRICA DI PEDAVENA

Brand repositioning and architecture

CHALLENGE

Founded in 1897 in a beautiful area surrounded by the Dolomites, Fabbrica di Pedavena is an Italian brewery with a history deeply rooted in the surrounding community. A real fabbrica-paese (village-factory) that has always been a working and social hub for the people of the small town of Pedavena. The estate included a botanical garden, a zoo and other attractions for families, as well as a hydroelectric power plant that served the entire village. Still today the workers and local residents are the reason why the brewery is still alive, loved and successful.
After been acquired by Heineken in 1974, Fabbrica di Pedavena has improved its plant and gained worldwide recognition for the quality of its brews. However, in 2004 Heineken decided to shut down the production and sell the property. This has spurred a petition and workers's activism at a political and social level to turn the spotlight on Pedavena and try to save its historical and social value.
The mobilisation, that involved the local community and church and reached the Queen of the Netherlands, has turned out to be a success. Fabbrica di pedavena was eventually acquired by the the independent brewery Birra Castello in 2005, with the intent to preserve its local roots and value.
We've been tasked to distill the authenticity of Pedavena's history into a new positioning, activation guidelines and product architecture.

SOLUTION

We have analysed all the insights already available within the company, from anecdotes about the company to consumer insights and category trends, to find important and differentiated features, benefits and emotions that resonate with prospects and customers.
Based on this analysis, we have developed four strong and unique positioning territories and evaluated them with the client in a series of workshops. We have then identified the winning territory as the one built around the wonders of such a small and remote yet rich and surprising village.
We have finally built the new positioning of Fabbrica di Pedavena, alongside the brand activation guidelines and a new portfolio architecture.

RESULT

The new positioning served as the briefing for the new communication campaign that was developed in July 2018 in occasion of the annual Harvest Fest held at Fabbrica di Pedavena. The new strategic direction was also the catalyst for a Beer Symposium organised by Fabbrica di Pedavena with the aim of bringing together different actors of the Italian brewing industry in a constructive talk about the future of the category.

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