Tavernello: rebranding and self-irony
Posted: Wed Apr 23, 2025 5:52 am
Dove's rebranding was focused on a repositioning of the brand .
Beauty products, and the very concept of “beauty,” is no longer universal, and a brand anchored to concepts that could only work in the 1950s is unlikely to be successful in the new millennium.
Dove demonstrates this new awareness with the “Real Beauty” campaign, with which the product is no longer the element that confers beauty to the person who uses it, but a simple enhancer of authentic beauty.
From communication to the images chosen for online and offline advertising, Dove also distances itself from the unattainable models of female bodies and becomes more human, “friend of women” (even if there is still some work to be done to improve inclusiveness).
Dove's repositioning
Tavernello is universally recognized as an economy wine brand.
Since 2017, the company has decided to remove this reputation of low-quality wine by carrying out an extremely effective rebranding.
The key elements of the brand strategy were community building, a smattering of creativity, and a huge dose of self-irony.
The logo was the first element to undergo rebranding, opting for a thailand email list more modern and to-the-point image. The company also added a new slogan to the logo, composed of the three values on which it wants to position itself: “good, sincere, Italian”.
tavernello rebranding
The brand practiced self-irony through social media marketing, responding in a humorous (and often sarcastic) way to all the negative comments it received on social media.
chat rebranding tavernello
To aim for a higher-end positioning, it added a line of bottled wines to its popular and well-known Tetrapak packaging, and collaborated extremely effectively with influencers who could continue this wave of virality, from FanPage.it to Maccio Capatonda.
In short, a rebranding operation that was nothing short of effective and managed to create a communication bridge between a company with a “bad reputation” and the new generations.
Barbie has come a long way since Ruth Handler had the intuition that revolutionized the world of toys in the late 1950s by creating a doll that looked like a real woman.
In the first year of its launch alone, 351,000 Barbies were sold, and in the following decades Mattel produced various characters, from Ken to different types of Barbie, which enriched the company's panorama.
In 2015, however, Barbie saw sales fall by 15%, the worst result obtained by the company since its birth. The reason was simple: the materialistic and superficial image, the “unattainable” beauty of the doll was no longer looked upon favorably by modern society.
Mattel then began a rebranding operation with the aim of redefining Barbie's positioning and purpose.
Beauty products, and the very concept of “beauty,” is no longer universal, and a brand anchored to concepts that could only work in the 1950s is unlikely to be successful in the new millennium.
Dove demonstrates this new awareness with the “Real Beauty” campaign, with which the product is no longer the element that confers beauty to the person who uses it, but a simple enhancer of authentic beauty.
From communication to the images chosen for online and offline advertising, Dove also distances itself from the unattainable models of female bodies and becomes more human, “friend of women” (even if there is still some work to be done to improve inclusiveness).
Dove's repositioning
Tavernello is universally recognized as an economy wine brand.
Since 2017, the company has decided to remove this reputation of low-quality wine by carrying out an extremely effective rebranding.
The key elements of the brand strategy were community building, a smattering of creativity, and a huge dose of self-irony.
The logo was the first element to undergo rebranding, opting for a thailand email list more modern and to-the-point image. The company also added a new slogan to the logo, composed of the three values on which it wants to position itself: “good, sincere, Italian”.
tavernello rebranding
The brand practiced self-irony through social media marketing, responding in a humorous (and often sarcastic) way to all the negative comments it received on social media.
chat rebranding tavernello
To aim for a higher-end positioning, it added a line of bottled wines to its popular and well-known Tetrapak packaging, and collaborated extremely effectively with influencers who could continue this wave of virality, from FanPage.it to Maccio Capatonda.
In short, a rebranding operation that was nothing short of effective and managed to create a communication bridge between a company with a “bad reputation” and the new generations.
Barbie has come a long way since Ruth Handler had the intuition that revolutionized the world of toys in the late 1950s by creating a doll that looked like a real woman.
In the first year of its launch alone, 351,000 Barbies were sold, and in the following decades Mattel produced various characters, from Ken to different types of Barbie, which enriched the company's panorama.
In 2015, however, Barbie saw sales fall by 15%, the worst result obtained by the company since its birth. The reason was simple: the materialistic and superficial image, the “unattainable” beauty of the doll was no longer looked upon favorably by modern society.
Mattel then began a rebranding operation with the aim of redefining Barbie's positioning and purpose.