Fernet-Branca approached STEPitUP with the objective of positioning the original bitter, Fernet-Branca towards a young male audience. STEPitUP found the perfect match in the legendary Danish hip-hop group Suspekt.
The output was an authentic campaign that focused on product placement on the tour, social media activation, PR on the partnership and the fact that Suspekt have been drinking Fernet for quite some time. The bitter was an integrated part of the long-anticipated tour for the new album “V” as Suspekt made a Fernet-Branca bar on stage. The charismatic tour-bartender served Fernet-shorts from for the artists and off course a pleased audience from the stage. The social media competition gave four winners the unique opportunity to go backstage on four of Suspekt’s shows and drink a shot of Fernet with the three pioneers of Danish hip hop. The second competition was about creating the best “Life is bitter”-poster. Suspekt posted the first one (look left), while the fans posted their own creative inputs to win a meet with their idols. Suspekt posted both competitions one their Facebook fan page to 121.000 diehard fans.
The campaign was a success on the social medias as many fans engaged in the competitions with creative ideas. On the road, Fernet-Branca was an essential part of the highly successful tour as Suspekt was cheering in Fernet-Branca throughout every show, which created awareness of the brand in the target audience. The strategic partnership also created buzz in the medias as marketing magazines wrote about the collaboration, and TV2 News invited Suspekt and STEPitUP into the studio for a long talk about the strategic partnership with Fernet-Branca.