For 4 years, the Bacardi Group has been collaborating with Inventa TRO to create experiential projects for the Martini, St-Germain, Santa Teresa, Patron and Grey Goose brands. Today, this collaboration has been renewed with the creation of projects that go beyond events: the Bacardi Group has entrusted the agency directed by Antonio Magaraci with the task of consolidating the visibility and communication of some iconic brands and places.

“The current dynamic of over-information that consumers are experiencing has been further accelerated by the pandemic. The preponderance of fast, digital and dynamic messages compared to static and traditional ones makes it more difficult for brand owners to ensure consistency in the eyes of the consumer across the different channels – says Riccardo Monari, Director of Customer Marketing Italy & Greece of Bacardi -. The multi-year collaboration with Inventa TRO and the respective knowledge gained in recent years has been fundamental for us in facing this new challenge with the right dynamism, without ever deviating from the brand identity”.

Casa Martini

The first of these projects concerns the creation of presentation videos for the renovated museum and experiential itinerary of Casa Martini, the historic headquarters in Pessione that the founders of the brand chose in 1864 to move the factory there.
Inventa TRO has designed and produced the videos that will be used in social and digital communication, to enhance the new environments and experiences offered. From the production tour to the vermouth experience and the cocktail experience: itineraries are designed on the one hand to consolidate brand awareness and on the other to share the values ​​of the brand with visitors. All the news about Casa Martini can be explored on the dedicated social channels, Instagram @Visitcasamartini and Facebook @Casa Martini – Martini & Rossi.

Terrazze St-Germain

For the St-Germain brand, Inventa TRO has designed and developed the visibility elements of the Terrazze St-Germain project, eight newly opened or recently renovated venues in Milan, Turin, Rome and Prato. The Bacardi Group has entrusted the creativity of Inventa TRO with the creation of decorative and furnishing elements, adapted to the characteristics of each location.
A series of touchpoints with a strong communicative capacity, help create that immersive experience in the values ​​of the St-Germain brand that distinguishes each of the Terraces.

Santa Teresa

Finally, an engagement and design activity for Santa Teresa rum: a new challenge for Inventa TRO which for the first time is creating a project for this brand. To accompany people in the “rugby” world of Santa Teresa, Inventa TRO has created an experiential path that starts from the windows of the bars and liquor shops of the main cities and reaches the communication materials inside the premises.

The comment

“Today more than ever, attention is the most valuable currency of every consumer experience: in a world characterized by an overabundance of messages, the ability to truly involve people by communicating the values ​​of the brand in a relevant and coherent way wins – says Antonio Magaraci, Managing Director of Inventa TRO -. Transliterating the value concepts of each brand of the Barcardi Group into effective touchpoints is a challenge that is renewed from project to project and that we always face with great attention and enthusiasm”.

Source Daily Media