On the occasion of its rebranding for its 190th anniversary, Sperlari asked for a new creative platform to tell its great story and project it into the future.

For such a delicate and important moment, an idea was not enough, something indelible was needed: a campaign capable of talking about the product and the brand, but with the power to excite and able to create a bond with people.

The story of Sperlari is inevitably made up of the sweetness of candies, nougat and chocolate, but also of the stories of all of us, who carry them with us in our daily lives, transforming them into gestures of sharing, into small moments of taste, into something good to count on, no matter what.

And to tell these timeless emotions, we have chosen a historic voice, whose journey, like Sperlari's, began in Cremona and who better than anyone else could have found the words and notes to intone ‘Storie dolci, più la tua": Mina.

This is how SperlariXMina takes shape, a partnership that has seen the singer's signature with an unpublished song created for the project, designed to become the fil rouge and soundtrack of all the content and accompany the stories that will be told throughout the year. 

A soft and tasty Sperlari Duetto, which becomes the excuse to throw ourselves, gently brushing the hand of the person we like. An aniseed-flavoured candy that reminds us of someone who is no longer with us, but who will live on in our memories and tastes, which are passed on. The magic of a Christmas seen through the eyes of a child, trying to capture it and never let it pass, between one bite of nougat and another.

The project lives as an integrated multi-channel campaign, including TV and radio, digital, social and a local activation on the territory, which saw the involvement of several creators at the time of the launch. Designed to create a continuous communication platform, it sees the first on air in spring, dedicated to candies and seasonals, and another at Christmas, for the line of Sperlari nougats and Zanzibar chocolate.

For each channel, a mix of dynamic content and dedicated formats.