Fresco 2011 Campaign
In 2011, Slavcoffee introduced new brand, Fresco, to the Russian market; it is genuine premium-class Italian coffee manufactured in Italy according to authentic recipes. The key message revealed in Fresco advertisement is picturing Italian appetite for life that makes enjoy life irrespective of conditions and conventionalities. At the image level, this idea is disclosed through paradoxical context, when an advertising personality is found in the typically Italian situation in terms of entourage, but untypical of drinking coffee. Campaign’s slogan, “Stronger taste”, promises that after drinking a cup of Fresco coffee everyone will immerse in the atmosphere of tranquility.