The manifesto
«I AM BONTÀ DIVINA
AND THESE ARE MY PRINCIPLES FOR SAVOURING LIFE.
LIVE A SWEET LIFE,
TASTE ITALIAN CREATIVITY,
BENEFIT FROM MY SKILLS,
LET YOURSELF BE LED INTO TEMPTATION,
YIELD TO THE INDULGENCE OF APPETITE,
DESIRE THE THINGS THAT ARE FORBIDDEN TO YOU,
TRANSGRESSION WILL OFFER GREATER SATISFACTION.
BECAUSE THE SWEETER MY CREATIONS,
THE MORE YOU WILL ENJOY THE TASTE OF LIFE.
AFTER ALL, GOODNESS IS DIVINE.»
The challenge
How can a brand be renewed, giving it a powerful and characteristic identity? How can the values of Italian character and expertise be capitalised, making them relevant and above all distinctive on the market?
Birth of divinity
Moving from the narration of the corporate experience to the creative spirit and the Italian origins of our products, along with the joy of Italian lifestyle, we have developed a distinctive brand story that has enabled the marque to take possession of a territory that extends beyond the products, and expands to involve consumers on the theme of pleasure in its various shades of meaning. The brand is personified, becoming the “Divinity of indulgence”, embodied in the form of a narrating voice in all its expressions, a tempting voice willing to impart flavoursome treats.
An unusual language for the category, developing an interchange with new generations of consumers. Bright colours, powerful contrasts, simple, geometric shapes, capable of standing out and attracting attention across every touchpoint. A full charge of joy and positive energy, in tune with the brand’s hedonistic and somewhat irreverent message.
Selezione product line
The bright colors give way to black to define the Selezione product line, with glass cups and superior quality ingredients.
Divinity is revealed
The divinity of indulgence finds its ultimate expression on social media, connecting with users in an ironic and direct way. A content strategy that is profoundly linked to the identity of Bontà Divina, effective in transmitting the brand’s key messages in an enticing, relevant manner.
Request an audience with the Divinity
An enjoyable mechanism to increase user involvement on the website and on social media: the simulation of direct interaction with the Divinity of indulgence, who distributes pearls of wisdom allowing life to be enjoyed to the full without any guilty feelings.
Tiriamocisù (Let's cheer up)
The currently difficult moments caused by lockdown have provided an impulse for short-term social media activities with a dual objective: maintaining contact with employees, and starting on the creation of a fan base, people interested in themes linked to Bontà Divina, thus preparing the ground for the successive revelation of the brand’s ownership of the page.
Bontà Divina is a brand belonging to Emmi Dessert Italia, a company that is part of Emmi Group, specialising in the fresh desserts sector and that distributes its products on the local and international market.
