“Gioia Della Vita” – the Italian zest for life 
sounds for unforgettable moments

  • Client:Ramazzotti
  • Market-Sector:Alcoholic Beverages
  • Service:Sound Identity development & management
  • Year:2015
  • Agency:Zum goldenen Hirschen
Info
How does Italy sound? This was one of the main questions to be solved within the Sound Identity Development project for Ramazzotti.
Over a long time Ramazzotti focussed its communication on the core product „Ramazzotti Amaro“ a herbal liqueur with over 98% brand recognition within Germany. Refresh the brands auditiv image but furthermore provide enough flexibility to include new products - such as the brand new Aperitivo Rosato - was the main task.

About the client
2015 is a very special year for the traditional brand Ramazzotti. The no.1 alcoholic-import-brand from Italy is celebrating its 200th birthday. The success-story of Ramazzotti began already in 1815 based on its unique recipe, that was developed by the pharmacist Ausano Ramazzotti in a small store in Milano.
Ramazzotti is not only the no.1 within its market, but the brand with the highest importance for Pernod Ricard in Germany. A market share of 21% underlines this fact.

The task
Within the framework of a brand repositioning process and updated insights on the target group, Ramazzotti wanted to enhance its auditive perception. The products Amaro and Aperitivo mostly address different buyers, which is why a concept was needed, that can provide great musical flexibility while still form a unity.

The result
A Sound Identity was developed to transport the brand's prime attributes: Zest for life, tradition, family-spirit, happiness and Italy.
To provide the needed flexibility for both products, two different songs with different brand artists were produced - basically the „traditional“ and „modern“ version of the Italian „Gioia Della Vita“. All results were covered by extensive market research and rounded up by the brands own Brand Sound Manual.
Both songs include the Ramazzotti Sound Logo and can currently be heard within the TV-Advertising of the brand - but TV is not the only distribution- channel: Both brand artists are available for live-bookings and have performed their songs at several brand events within Ramazzotti ́s birthday- year.

Modules used
Brand Audit | Market Review | Application Analysis | Sound Workshop | Creative Briefing | Sound Production | Market Research | Sound Implementation | Brand Sound Guidelines | Sound Tracking

Deliverables
Sound Logo | TV Commercial | Telephone Loop | Event music | Ring tones | Youtube
Ramazzotti Brand Sound Design
Ramazzotti Amaro TV Ad
Ramazzotti Aperitivo Rosato TV Ad