client /
VICENZI
JOB /
A shortcrust pastry biscuit filled with delicious cream: Grisbì, which in French has the playful meaning of “swag”, has become the precious symbol of small daily pleasures that sweetly interrupt the daily frenzy of contemporary life.
the brief:
Grisbì was born in the 80s under the aegis of Parmalat but it is since 2005, with the purchase by Vicenzi SpA that the brand began a path of development and growth that has led it today to be one of the best-known brands in the Italian GDO panorama and beyond. NEOM has taken care of the brand identity from that day until today. A beautiful story full of successes and adventures to be discovered.
strategy:
The heart of this success is given by two certainly characterizing elements: 1) the product: a fragrant shortcrust pastry inside which a heart of delicious cream is delicately kept. The particular combination of these two elements, made unique by the expert hands and experience of the company, has meant that this biscuit has become one of the emblems of small daily pleasures intended for a public that seeks a pleasant treat to brighten up the daily frenzy. 2) the brand positioning, expressed by the historic slogan "Pleasure is all mine", which since 2005 has placed it in the area of indulgence, a space where the search for pleasure is the main driver of demand. On these two bases, a delicate process of growth and maturation of the brand has been built over time, consisting of a complex combination of operations starting from packaging design and gradually involving the public more and more through a targeted process of activities on social channels. Another decisive aspect in the evolution was the choice to involve the public, the main and secondary target, with Limited/Special Edition activities that saw the brand offer variants with very particular tastes or concepts such as for example “Night Passion” or “Secret Pleasure” up to very interesting co-marketing such as the enormous success of Grisbì with “Baci Perugina cream” or the FRESH variant with Muller yogurt cream. Together with the Vicenzi Marketing team, NEOM has developed all these variants that have always had an excellent response from the public and some have become real case histories of the segment. Discover some of these in a dedicated page of the website.
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