Un amaro sfacciatamente amaro

A case of offbeat marketing: more than rare, unicum.

A ballsy TV campaign.


There is no half-way house with Unicum: its taste is uncompromisingly bitter. This is the idea behind the spot: its narrative structure is built around close-ups of the faces of four people. The focus is on their reactions after sipping Unicum: we see expressions of pleasure, surprise, shock and pride at having managed to drink such a strong liqueur. In the 10-second format, the spot was programmed on all Italy’s leading TV channels.