Praline Italian market showed a high competition, with a few companies relying on a continuous product innovation to acquire new target groups. As “Baci” is a historic brand and no changes can be made in both recipe and shape, the innovation assets reside in packaging and innovative communication approaches.

“The Italian way to say I love you”: the all along brand essence of “Baci” needs to be turned in a contemporary, modern way, to strongly support  the Italian and international positioning of the brand.

Keeping and enforcing the brand positioning through an accurate diversification of the product for target group, retail channel, situation of use. The historical visual codes are updated to show the new dimension of the brand: the can is turned in a new praline-shaped box; the tube is performed into new morphological structures; variations on the product icon to enforce the traditional love positioning of the brand.