For an already well-established and respected company, the launching of a new seasonal campaign demanded fresh, new ideas to both reignite current customers and attract new ones. "Fall in Love with Ciao Bella" was the theme for the oft-honored gourmet gelato and sorbet company's summer advertising, but they had very limited time to select and execute souvenir items that would prove to be the most attractive, useful, and desirable to their customers. After all, there's so much customize-able swag out there—how do you know which stuff is the stuff? The stuff that will be used, worn, and loved by people who believe in your purpose.
Creating a line of quickly snatched up give-away merchandise—golf shirts, aprons, freezer gloves, buttons, magnets, and custom-printed disposable cameras—shot up the repeated impressions of Ciao Bella due to their everyday utility and high quality. In fact, several items were so popular that they needed to be re-ordered several times over. On top of it all, we'd like to think that this swaggy success might have played some small part in Ciao Bella's listing on Oprah's Favorite things: Holiday 2007.
"We wanted a campaign that was as exciting and fun as our product. Our customers ate up the Advantages' produced products as fast as they gobble up our gelato!" —F.W. Pearce, Founder Board of Directors