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Caviro Group was founded in 1966 in Faenza, in the heart of Emilia-Romagna. A few years later, Tavernello, its flagship brand, pioneered a major innovation: wine packaged in Tetra Brik Aseptic. This groundbreaking project was developed in collaboration with a packaging giant and the Faculty of Agriculture at the University of Bologna.
Since 2019, Garage Raw has managed the brand’s digital presence and communication on Instagram and Facebook, creating photographic, graphic, and video content. The social media communication strategy is characterized by a bold, human, and direct approach.
Through an in-depth analysis of the Caviro Group’s brand, mission, and values, we identified strengths, examined the market, emerging trends, and consumer needs. Based on these assessments, we developed and implemented a new coordinated image to build a solid reputation among consumers.
Do you remember that incredible smell of those sticker packets? And when you got duplicates? And when you finally finished the album and every time the phone rang at home you thought it was the BBC offering you an interview to tell your story as a collector? We can see you running to the newsstand.
Once we had consolidated the existing target and were aware of addressing digital natives as well, we developed a branding and merchandising strategy capable not only of conveying the brand image but also of establishing a direct and exclusive relationship with users, making them feel part of a fan community. Hundreds of users have thus identified with the brand, wanting to wear the Tavernello logo as a true status symbol.
The kitchen and the table as the epicenter of the home’s social life, a place of meeting and interaction, a stage on which the lives of the inhabitants unfold. Tavernello is the connecting thread of the story, a constant and ever-present element.
Tavernello has suffered over the years from prejudices against wine in a box, fueled by misconceptions and a lack of knowledge of the product and the Caviro company. The need was therefore to bring about a change in the brand image with the main aim of positively influencing consumer perception.
The fresh and contemporary approach has led to a significant increase in social media engagement and has helped to radically change the perception of Tavernello, transforming it into a real “love brand”: not just a wine to enjoy, but an icon to proudly display. We believe that effective communication must go beyond simple advertising and self-reference. Laughing, being ironic, and informing are moral virtues that allow us to know, go beyond, and metaphorically venture into unusual places where we can review our granite opinions.