Brief
Disaronno tasked Wilde Toast with translating their global campaign platform, The Dolce Side of Life, into a fully operational on-trade toolkit — one that could work across markets, venue types and activation scales without losing the warmth and spontaneity at the heart of the brand.
The challenge wasn’t creating something beautiful. It was creating something usable. A framework that gave market teams, brand ambassadors and bar operators everything they needed to deliver a consistent, immersive Disaronno experience, from a simple visibility kit in a neighbourhood bar to a full branded takeover at a festival.
Key objectives:
1.Translate campaign thinking into scalable on-trade experience
2. Develop an original experience concept rooted in the brand world
3. Build a tiered activation system adaptable across global markets
4. Give local teams a toolkit they could actually execute with confidence
Delivery
Wilde Toast developed an entirely original strategic and creative framework, using Disaronno’s brand world and BVI as the foundation.
At the centre of the work was the Dolce Hour, an experience concept built not around a fixed time, but a shift in atmosphere. The moment energy softens, conversations deepen, and leaving becomes less appealing than staying. It translated the Dolce Side of Life from an advertising idea into something a bartender could actually create.
From there, we built a tiered activation system that gave markets a clear and scalable way to show up, from basic visibility kits through to full immersive venue takeovers and branded event trucks. Each tier had defined deliverables, investment levels and experience principles, ensuring brand consistency without sacrificing local flexibility.
The final toolkit covered the full on-trade journey: brand context and consumer insight, experience design principles, physical space and visibility guidelines, consumer engagement mechanics, and a design system to ensure every touchpoint felt unmistakably Disaronno.
If you need support with trade or retail toolkits underpinned by expert insight give us a shout: hello@wildetoast.co.uk
