Tassoni, Celebrating an Italian legacy

Tassoni was a great Italian Icon that had never been touched before, this gave Robilant a very big responsibility.

We went through the Company’s 200 years of history. A heritage full of advertisements and posters, expression of a glorious era of the brand, the early 1900s.

There are carbonated drinks and then there's Tassoni.

By nature nonconformists, proud opponents of drinks with artificial flavors and fictitious stories. In 1793 they made a revolution by bringing citron on everyone's lips. They were born to change the rules. Proudly timeless: an ancient apothecary with a fresh and lively character. Precious by nature, like their chosen fruit, the Diamond Citron, from which they skillfully extract the purest aromas and flavors. Born to be noticed, bright as the sun. For those who don't like staying behind the scenes. For those who live their true nature.

We identified 3 assets that are a signature for Tassoni: audacity, an adjective linked to what was its imaginary reference in the most glorious period, a nonconformist attitude; charm due to the radiance given by its intense yellow; roughness in the surface of the bottle, inspired by the raw material, citron peel, for its sensoriality.

An imagery that perfectly suited the new corporate mission: making Tassoni the Italian luxury soft drink for excellence.

This led us to identify the brand positioning as “The luxury of daring”.

Tassoni had been known for its iconic cedrata. From this single product it changed to a range of sparkling soft drinks that are ideal for mixability, and went to the gin that is the symbol of the company’s art of distilling.

With this action Tassoni became a successful example of one brand selling the two souls of a cocktail: the soda and the gin.