Sorso Aperitivo: Slower, please.
Sorso Aperitivo, 2024
A drinks job. We did the brand, campaign, paid social and retail.
The brief.
Sorso is a low-alcohol bitter from a family distillery outside Turin. In Britain it was on eleven shelves and in nobody’s head.
Its category shouts about summer: terraces, sunsets, spritz. Sorso needed a reason to be bought in November, and a story a buyer would put on a shelf.
The idea
Sell the slowness.
A proper Sorso takes ninety seconds: ice, bitter, soda, the twist, then you wait. We made those ninety seconds the brand. It’s an aperitivo for people who are done rushing, and it has an hour of its own, every day of the year.
How it was made.
The ninety-second pour
A film exactly as long as the drink takes to make. One take, no music, cut down to a six-second version that is just the wait.
After six, only
Every paid placement was scheduled between 18:00 and 21:00, the hour the product is for. Nothing ran before six.
The slow shelf
A shelf-edge card with a ninety-second sand timer, for bottle shops and delis. Turning it over became the demo.
Bartender notes
A short pour guide for bars, written so the slowness was the service, not a delay.
What it moved.
Was 11Now 140
UK shops stocking it, by month twelve. Because buyers had a reason to list it in October, not just June.
Was 12%Now 38%
Share of the year’s sales made October to March. Because the hour after work isn’t a summer hour.
£0 on media before 6pm
Because the media plan was the idea, not a schedule for it.
Made by
Priya Raman (strategy), Adaeze Okafor and Ines Carvalho (creative), Maeve Dunleavy (design), Kwame Mensah and Lola Fernández (film), Tomas Quist and Søren Holm (media).
Results are for the period stated, against the client’s own figures from the year before. Full numbers are shared in person.
project