1882 Fernet

In a market dominated by Fernet Branca, Fernet 1882 knew it couldn’t compete by playing the same game. With Branca holding both market share and emotional loyalty, 1882 took a bold approach, building a distinct identity through clever humor, cultural provocation, and a fresh, contemporary aesthetic.
The campaign featured urban installations, TV spots, and graphic pieces designed not only to create impact but also to reinforce the brand name “1882,” which needed repetition and creativity to become memorable. This strategy earned the brand visibility, affinity, and clear differentiation.
The standout moment was the spot “1882 anxious people and a pen cap”, a satirical take from Córdoba (Fernet’s mecca) on Buenos Aires’ anxious culture. With absurd precision, the ad turned a small gesture into a cultural statement, positioning 1882 as an authentic, bold voice in the category.

*Fernet is a bitter, aromatic spirit made from a blend of herbs and spices. While originally from Italy, it is widely popular in Argentina, where it’s often mixed with cola and enjoyed as a social drink.