AMSTERDAM, NETHERLANDS – Disaronno has named 72andSunny Amsterdam as its global creative partner. The announcement follows a highly competitive pitch process, and will see the agency lead the development of a new brand platform and global campaign set to launch in 2026.
Disaronno, renowned for its distinctive Italian flair and almond-forward flavor, has experienced a remarkable resurgence in recent years. Now, with evolving consumer expectations and a growing appetite among younger audiences for authenticity and cultural relevance, the brand is embracing a future forward strategy designed to maintain its iconic status while attracting the next generation of drinkers.
“We are thrilled to embark on this new creative journey with 72andSunny, whose strategic vision and creative sensibility truly captured the spirit of Disaronno,” said Luca Picotti, Chief Marketing Officer of ILLVA Saronno, regarding the appointment. “As a brand with a rich heritage and global recognition, we are constantly looking for ways to evolve and stay relevant—especially with younger generations who seek authenticity, style, and meaning in the brands they choose. This new chapter of Disaronno and the partnership with 72andSunny aims to speak to them in a more contemporary and engaging way, while staying true to the essence that has made Disaronno an icon of Italian lifestyle.”
Added Simone Moessinger, ECD of 72andSunny: “It’s rare that one gets the chance to work with this kind of legacy. Disaronno has been consistently championing and savoring the sweet moments in life since 1525. At 72andSunny we are excited to become the partner that will help Disaronno to win the next chapter: building a modern, global brand platform that connects with a new generation while honoring what’s made them iconic for centuries.”
Disaronno is the flagship brand of Illva Saronno, with a presence in over 160 countries. The group’s wider portfolio includes Tia Maria, Engine Gin and The Busker Irish Whiskey, among other celebrated spirits and liqueurs.
The brand’s story is steeped in history and romance, originating in 1525 during the Renaissance. According to legend – artist Bernardino Luini, a disciple of Leonardo da Vinci, selected a local innkeeper as his muse for a Madonna painting. As a token of gratitude, she gifted him a unique amber colored liqueur that marked the birth of what would become Disaronno.
Armando Potter, Head of Strategy for 72andSunny said: “At 72andSunny we believe optimism has the power to unlock possibilities for the world’s most ambitious brands. For Disaronno, that means rejuvenating what La Dolce Vita means for a younger generation that is more discerning and busier than ever. Among this generation, the sweet life hasn’t disappeared, it just needs to play by their rules, on their terms. Delivered with the distinct flavor and personality that only Disaronno can own.”
The appointment comes off the back of a series of other wins and organic client partnerships for 72andSunny in Amsterdam, including TikTok, e.l.f cosmetics and Zurich Insurance.
