Filippo
Berio is launching its largest-ever ad campaign to ride the wave of increasing
olive oil consumption in the U.S. (Up 6% yearly over the past two decades.) According
to its research, consumers crave historical information about how Filippo
established his brand. Yes, there really
is a Filippo, and the television commercial will take us back to 1867 to meet
him, while the new bottle design will feature his photo and signature; a move
the company says increases trustworthiness. (Lukovitz, 2013)
So
what do you think? Is this an effective
strategy? Will it make consumers want to
buy Filippo Berio Olive Oil? Does it
make you want to?
