An aggressive and disruptive market positioning: creating the first 100% Italian and 0% alcohol beer, managing the heritage of an established brand to acquire a completely new consumer target.
A beer that’s not really a beer. The challenge was to communicate effectively the unicity of a 0% drink that owns the taste of a good old beer.
The old traditional elements of Birra Moretti corporate identity have been accurately mixed to shape a new, disruptive product identity. ZERO is the keyword: relevant, stylish, able to communicate all the distinctiveness of such a special drink.