Valorizzare il punto vendita attraverso la cultura pop.
Cesar S.p.A. operates over 800 Acqua e Sapone stores across Italy – making it the country’s leading retailer in home and personal care. With pressure on physical retail intensifying, the challenge wasn’t just more footfall. It was to qualify the in-store experience and set the brand apart on innovation and appeal. Standard promotions weren’t going to cut it.
Tradurre un fenomeno globale in un’esperienza tangibile.
We designed “Brilla come Emily”: a rewarding operation built around the new season of Emily in Paris, the Paramount series set across Paris, Rome and Venice – one of the most talked-about cultural phenomena of the moment.
At the center of the initiative: the exclusive launch of the Emily in Paris jewelry collection by La Petite Story – a young, fashion-forward brand that matched the series’ aesthetic and spirit, designed for people who like to stand out with style. Not just a gift: a collectible with its own cultural identity and genuine desirability.
The “Brilla come Emily” concept worked on aspiration, glamour and personal identification with the character — bringing a global trend into a tangible, memorable in-store experience. Communication wasn’t a support layer. It was the strategic lever that shaped how the entire initiative was perceived.
“Le promozioni retail evolvono verso format ibridi, dove contenuto culturale, partnership strategiche e meccaniche di rewarding lavorano insieme.”
Licensing, entertainment e rewarding orchestrati in un’unica narrativa.
- developed the concept and the overall strategy
- secured and managed the exclusive La Petite Story partnership
- coordinated with Paramount on media and content visibility
- produced all point-of-sale materials
- planned and managed the national TV campaign
- developed all social and digital content
- implemented a geolocation strategy across Paramount’s digital channels
- conceived and executed guerrilla marketing activations
When licensing, entertainment and rewarding come together.
“Brilla come Emily” is a clear example of how retail promotions are evolving. Cultural content, strategic partnerships and reward mechanics working as one — across TV, social, digital and in-store — with a message that stayed coherent and recognizable throughout.
A project like this doesn’t come from assembling tools. It comes from starting with a story and letting it guide every decision.