{"id":18487,"date":"2021-11-18T10:59:38","date_gmt":"2021-11-18T10:59:38","guid":{"rendered":"https:\/\/blog.smarteventi.it\/tavernello-un-capolavoro-del-rebranding-con-maccio-capatonda.html"},"modified":"2021-11-22T10:10:28","modified_gmt":"2021-11-22T10:10:28","slug":"how-to-achieve-successful-rebranding-against-all-odds-a-case-history","status":"publish","type":"post","link":"https:\/\/blog.smarteventi.it\/en\/how-to-achieve-successful-rebranding-against-all-odds-a-case-history.html","title":{"rendered":"How to achieve successful rebranding against all odds: a case history"},"content":{"rendered":"<p>Rebranding is never a trivial effort, especially for well-known brands. The better known the brand, the more difficult it is to change its positioning. This means that if a brand is associated with negative characteristics, breaking this association could be extremely complicated. One of the most interesting campaigns of recent years in this regard is undoubtedly the <strong>rebranding of Tavernello<\/strong>, an Italian wine mostly famous for being sold in carton packages, whose video went viral in October this year, after being published on a popular news website. Let&#8217;s see why the strategy chosen by this brand is a winner and what the ingredients of <a href=\"https:\/\/en.smarteventi.it\/marketing.html\"><strong>an effective rebranding campaign<\/strong><\/a> should be.<br \/>\n<!--more--><\/p>\n<h3>Tavernello: an awkward positioning<\/h3>\n<p>No self-respecting Italian would choose to bring a bottle of Tavernello a gift for a dinner invitation to a friend&#8217;s house? Tavernello is a very cheap wine and, as a result, it is perceived as low in quality. <strong>The brand&#8217;s original USP can be said to have been its doom too<\/strong>. In fact, the carton packaging, which allows the final product to be cheaper and which was the brand&#8217;s most innovative trait at the beginning, has turned out to be a double-edged sword. After years of dramatically low positioning, along came the campaign that could change things.<\/p>\n<p><iframe loading=\"lazy\" title=\"Maccio Capatonda fa i conti con i pregiudizi della gente: riuscir\u00e0 a guardare oltre?\" width=\"810\" height=\"456\" src=\"https:\/\/www.youtube.com\/embed\/5MEoBzdY9sk?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p style=\"text-align: center;\"><a class=\"mks_button mks_button_medium rounded\" style=\"color: #000000; background-color: #fff100!important; border-color: #FFFFFF !important;\" href=\"#contattaci\" target=\"_self\" rel=\"noopener noreferrer\"><strong>Looking to rebrand? Call us now!<\/strong><\/a><\/p>\n<h3>A self-deprecating video that went viral<\/h3>\n<p>For the revamp, Tavernello has chosen one of the most popular Italian comedians of the moment: Maccio Capatonda. The choice of the testimonial already reveals a precise project: to welcome criticism with self-irony and not to consider anything as taboo. Rather, to prepare to embrace Capatonda\u2019s nonsensical, edgy and often cringe-making brand of comedy in order to launch a cheeky message. \u201cDon\u2019t knock it til you try it&#8221;. In the video, Capatonda is approached to become a testimonial for Tavernello, but upon discovering that the wine is considered to be cheap and bad, he thinks this means that he too is a shoddy comedian. &#8220;What, you\u2019re promoting hobo wine?&#8221; comment the people he talks to, reiterating one of the most well-known and embarrassing stereotypes the brand is associated with. In his journey to discover the product and fight prejudice, Maccio does one simple thing: he tries the wine for the first time and discovers it tastes ok (literally \u201cnot bad\u201d). The payoff &#8211; which is not a payoff &#8211; is a masterpiece of Italian comedy in perfect Capatonda style, in which the comedian rambles about how hurtful it is when people spew judgment without knowledge.<\/p>\n<h3>Honesty pays<\/h3>\n<p>Will Maccio&#8217;s warm invitation convince more people to drink Tavernello? It&#8217;s too early to say, but it&#8217;s reasonable to think that brand awareness and positioning will be boosted by this viral video. When a negative prejudice about a brand is known to all, a campaign that ignores it completely will be perceived as dishonest. Most of the previous adverts, with families drinking Tavernello at the dinner table, were viewed with scepticism by consumers, who probably wouldn&#8217;t dream of serving their loved ones \u2018hobo wine&#8217; (which implies a whole range of other prejudices that we won&#8217;t be exploring today). Admitting frankly to the fact that the brand carries this reputation creates an important premise for the consumer: <strong>the message they are receiving is authentic<\/strong>, it is sincere and the brand is not trying to take itself too seriously.<\/p>\n<h3>Conclusions<\/h3>\n<p>Sincere communication is the starting point for re-establishing a connection with the audience. After that, it will be up to the company, in its production and communication choices, to know how to make the best use of the attention that the viewer has chosen to grant.<\/p>\n<p style=\"text-align: center;\"><a class=\"mks_button mks_button_medium rounded\" style=\"color: #000000; background-color: #fff100!important; border-color: #FFFFFF !important;\" href=\"#contattaci\" target=\"_self\" rel=\"noopener noreferrer\"><strong>Want to launch a new campaign to promote your brand? Call us today!<\/strong><\/a><\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content --><!-- AddThis Related Posts generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>Rebranding is never a trivial effort, especially for well-known brands. The better known the brand, the more difficult it is to change its positioning. This means that if a brand is associated with negative characteristics, breaking this association could be extremely complicated. One of the most interesting campaigns of recent years in this regard is [&hellip;]<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><!-- AddThis Related Posts generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":8,"featured_media":18460,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false},"categories":[1396],"tags":[1909,1907,1908],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to achieve successful rebranding against all odds: a case history<\/title>\n<meta name=\"description\" content=\"Tavernello&#039;s rebranding campaign takes an ironic look at the prejudices surrounding the brand. With the perfect testimonial.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.smarteventi.it\/en\/how-to-achieve-successful-rebranding-against-all-odds-a-case-history.html\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to achieve successful rebranding against all odds: a case history\" \/>\n<meta property=\"og:description\" content=\"Tavernello&#039;s rebranding campaign takes an ironic look at the prejudices surrounding the brand. With the perfect testimonial.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blog.smarteventi.it\/en\/how-to-achieve-successful-rebranding-against-all-odds-a-case-history.html\" \/>\n<meta property=\"og:site_name\" content=\"Il blog di Smart Eventi\" \/>\n<meta property=\"article:published_time\" content=\"2021-11-18T10:59:38+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-11-22T10:10:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/tavernello-maccio-capatonda.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"500\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Angela\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/blog.smarteventi.it\/#organization\",\"name\":\"Smart eventi srl\",\"url\":\"https:\/\/blog.smarteventi.it\/\",\"sameAs\":[],\"logo\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/blog.smarteventi.it\/#logo\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/logo-smarteventi-2-1.gif\",\"contentUrl\":\"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/logo-smarteventi-2-1.gif\",\"width\":960,\"height\":340,\"caption\":\"Smart eventi srl\"},\"image\":{\"@id\":\"https:\/\/blog.smarteventi.it\/#logo\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/blog.smarteventi.it\/#website\",\"url\":\"https:\/\/blog.smarteventi.it\/\",\"name\":\"Il blog di Smart Eventi\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/blog.smarteventi.it\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/blog.smarteventi.it\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/blog.smarteventi.it\/en\/how-to-achieve-successful-rebranding-against-all-odds-a-case-history.html#primaryimage\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/tavernello-maccio-capatonda.jpg\",\"contentUrl\":\"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/tavernello-maccio-capatonda.jpg\",\"width\":1200,\"height\":500},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blog.smarteventi.it\/en\/how-to-achieve-successful-rebranding-against-all-odds-a-case-history.html#webpage\",\"url\":\"https:\/\/blog.smarteventi.it\/en\/how-to-achieve-successful-rebranding-against-all-odds-a-case-history.html\",\"name\":\"How to achieve successful rebranding against all odds: a case history\",\"isPartOf\":{\"@id\":\"https:\/\/blog.smarteventi.it\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/blog.smarteventi.it\/en\/how-to-achieve-successful-rebranding-against-all-odds-a-case-history.html#primaryimage\"},\"datePublished\":\"2021-11-18T10:59:38+00:00\",\"dateModified\":\"2021-11-22T10:10:28+00:00\",\"description\":\"Tavernello's rebranding campaign takes an ironic look at the prejudices surrounding the brand. 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