Italian for Espresso
BORGHETTI / Branca u.s.a.
One part spirit and one part sweetness, Borghetti is all parts authentic Italian espresso liqueur. Created in 1860, the Borghetti recipe is a testament to quality and tradition, and now conveniently serves bartenders and at-home cocktail connoisseurs alike. But after a packaging redesign, Borghetti needed a campaign ecosystem to support its new look, help it more directly compete with other coffee liqueurs and promote the ease of an at-home espresso martini. Thus “Italian for Espresso” was born.
The campaign positions Borghetti as THE espresso liqueur and not-so-subtly reminds audiences that other brands are in fact coffee-based, or cold brew-based. Only Borghetti is espresso. It also works hard to educate amateur (or professional) mixologists that all it takes is Borghetti + your favorite spirit for a perfect espresso martini. Visually the campaign leans into the bold simplicity of vintage Italiano. Prioritizing brightness and vitality over the more subdued and dark coffee palette of the category. Cin cin.
