Next month, Deneuve, Luis Bunuel's muse and one of France's most famous celebrities, will again say the same words. But the old line that the Canard agency coined for Lancia Delta will be punctuated with, "And I always drink Fiuggi."
The simple monologue will be the cornerstone of a critical $4'million campaign to relaunch Fiuggi, the mineral water distributed by Garma, a food company owned by Raul Gardini (former head of the Ferruzzi group and now at the helm of a French and Italian conglomerate with $1.6 billion in sales) and Giulio Malgara.
The new campaign will be created by Silverado, part of the Young & Rubicam network in Italy. Gavino Sanna, the president and executive creative director of Young & Rubicam Milan who stfll directs Silverado, is the creative director.
"Deneuve is one of the most attractive women in the world, and her charm and classic style will provide positive feedback for the Fiuggi brand," said Sanna.
The location for the commercial has not been decided but Sanna is considering a hotel either at the Cote d'Azur or in Venice. Deneuve will be featured as a regular client of the hotel, drinking a glass of Fiuggi at the hotel's restaurant.
Deneuve is the last of a long list of testimonials the Gardini-Malgara duo used to relaunch the brands acquired by Garma. Previous campaigns have featured skipper Paul Cayard and climber Reinhold Messner.
Copyright Adweek L.P. (1993)