PROJECTS

"IL MULINO IN FESTA" BRAND EXPERIENCE

STARTING POINT

Leveraging the value and the emotional heritage that Mulino Bianco has been able to build over the last 40 years, to reinforce the brand’s appeal and customer loyalty.

BUSINESS CHALLENGE

Develop innovative and distinctive engagement initiatives as a new brand value leverage.

ACTION

A 360 ° activation that involved all the brand’s touchpoints to push sell-out. An entire year of celebration together: seven months dedicated to seven different products categories, a digital collection of points, an online contest and an “Instant Win” moment linked to the purchase. Aspen collaborated on the project implementation by designing a unique experience for the contest final price winners. Winners were invited to the suggestive location of the “Mulino delle Pile” (the mill of the first commercials). The contest prize, offered by Mulino Bianco, was a week full of activities and excursions for the winning families in an iconic and immersive setting where they spent unforgettable moments.