Alessandra Colucci

Brand Care consultant

I live between Oxford [UK] and Rome. I’m a freelance consultant specialising in brand management, strategic planning and creative direction.
I adore designing and/or developing business ideas and transforming them into charismatic brands.
If you’ve got a thrilling project, I would love to hear from you.

Contact me

Accounting

Project Management - certified

Social Media Management - certified

Content Management

Audiovisual Production

Training

Blog

Read also ITALIAN posts, they are different!

KLM awareness problem

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14 October 2019

What’s KLM? Apparently last year lots of Germans [46% to be precise] weren’t able to answer this very simple question. KLM made this discovery during a survey understanding that people mostly believed they were a bank, a restaurant or a radio station. So, they decided to launch a bizarre awareness campaign focus on ambient marketing. What did they call it? “We are an airline”. 😀

Recycling a discount [Tesco]

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30 September 2019

Ocean pollution is a fact, a very scary problem that all of us must contribute towards solving. First of all we can do our best to reduce our plastic waste and focus on recycle and reuse. In Malaysia Tesco have launched a fantastic initiative to convince their customers to reuse their plastic bags to carry the shopping and to reward them each time. Discover how by reading on.

Art in your pocket

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16 September 2019

Missing holidays and all the art you could experience during your trips? Thanks to Paperwallet now you can bring a piece of art every day in your pocket and – most importantly – make good use of it. Here is the advertising campaign for the business and product idea behind the brand Paperwallet.

Take a coffee with your neighbour [Tim Hortons]

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2 September 2019

Is everyone back from holiday? My blog is! As a good purpose for this restart of the year, I’ll follow the advice of Tim Hortons advertising campaign and take a coffee more often with one of my neighbours. The coffee brand have organised a social experiment in Canada using the “coffee’s power” and its brand experience convincing neighbours to “properly” meet and chat for the first time. The result is fantastic.

Boredom as a value added [Happy holiday!]

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22 July 2019

Boredom is usually associated with negative concepts, but in reality it’s very important in order to relax, to make order among thoughts, to gain awareness and awaken creativity. Sioo:x, for example, have used boredom as a value added of their product. Do you want to know how? Continue reading.

Marmite lover or hater

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8 July 2019

Since I moved to the UK – more than 3 years ago, actually – I’m always hearing about Marmite, but I’ve never had the courage to taste it, I don’t know exactly why [probably because the colour doesn’t appeal to me at all], but I know here it’s a sort of must-have of the kitchen, as important as a kettle to embrace the British culture. Anyway, I’ve always been curious about it and now I’ve discovered this funny advertising campaign that helps me better understand the success of this peculiar product.

Diversity in supermarket

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24 June 2019

In recent years the world seems to have gone mad and many countries – including UK and Italy, unfortunately – have developed “attitudes” that are not very inclusive towards diversity, be it in terms of gender, origin or lifestyle. I was looking for a good example able to show the reason why those “attitudes” are profoundly wrong and absurd when I bumped into the powerful ambient marketing activity organised some months ago by Edeka, a German supermarket chain. Curious? Read on!

Focus on: UK food trends - part 4

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10 June 2019

I'm recently working with a variety of companies in the food & drink sector creating international brands based on in-depth analysis of their markets and accurate business plans. Here is a gift, some more interesting data regarding the UK food trends.

Focus on: UK food trends - part 3

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27 May 2019

I love it when I can work with companies operating in the food market and build with them an international brand based on and in-depth knowledge of their markets and a good business plan. Here is a gift, some other data related to the UK food trends.

PHE

Focus on: UK food trends - part 2

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13 May 2019

I'm working with a variety of food companies that aim to build an international brand and need to know better their markets in order to create their marketing strategy. Here is a gift, some more data concerning the UK food trends.

Mintel

Focus on: UK food trends - part 1

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29 April 2019

I'm often working with food market companies that plan to create an international brand and aim to learn more about their markets in order to define their business plan. Here is a gift, some data concerning the UK food trends.

Focus on: UK food consumption habits

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15 April 2019

In this period I'm working a lot with food companies that want to position their brand internationally and need to know more about their markets before we can define their strategic plan. Here is a gift, some data concerning the Brits' food consumption habits.

Life translator

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1 April 2019

Wouldn’t it be amazing if we could have a sort of translator for all those situations in which it is quite difficult to understand specific jargon or simple subtexts in a discussion? Quicken Loans claim to have created an app that helps with mortgage understanding and they have launched their product using a very appealing and empathetic advertising campaign.

Greenfield Natural Meat - social campaign

Meatless on Mondays

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18 March 2019

Greenfield Natural Meat Co., in order to prove they truly believe in sustainability, have launched a social campaign to encourage people to go “meatless on Monday”. That is their contribution to lower the consumption level of meat and guarantee a better meat quality in the market.

Women have thick skin

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4 March 2019

In 4 days it will be International Women’s Day. An occasion to remember that equality and diversity aren’t antonyms and that human kind needs, desperately, both, along with politeness, respect for everyone and openness of mind. Last year I discovered the powerful and poetical campaign of FCB Amsterdam dedicated to women's empowerment and I’ve kept it aside for today.

St Valentine redemption programme

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18 February 2019

What gift did you receive for St. Valentine’s? And what did you give? How romantic were those gifts? If you received or gave an unromantic present, have you heard about Velocity? Because last year the airline organised a very sarcastic and powerful direct marketing campaign aimed to redeem their unromantic customers. Discover more.

Wash your hands... and your book

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4 February 2019

Angfa, a Japanese soap company, has had an admirable and sophisticated idea. In order to communicate the importance of hygiene and in particular of washing hands to the children of Cambodia, they’ve created a very special book for them.

Enjoy the winter sales

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21 January 2019

hanks to winter sales, it’s shopping time! As a reminder – not that it’s truly necessary! 😉 – I’d like to share the social media campaign of Băneasa Shopping City, a Romanian mall. The brand has had the idea to organise a fashion experiment using Instagram in order to better understand how people choose their daily style. Interested? Keep going!

Coffee tolerance

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7 January 2019

Popradská, a Slovak coffee producing company, aims to contribute to a better world with their advertising campaign: instead of making a commercial about their product, they’ve created an ad about coffee tolerance, focusing on the right of everyone to drink the coffee they like.

Christmas magic

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24 December 2018

To wish you a playful Christmas, full of joy and love, it’s my pleasure to use one of the advertising campaigns created by Scrabble, capable of fully expressing how words are fundamental to communicate and share, how they should be chosen carefully to build up the right atmosphere, how words can show us the beauty of a change of perspective.

Beer recruitment

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10 December 2018

Design and advertising agencies, pay attention to Christmas gifts delivered from competitors to your staff! Last year, in fact, Good Morning, a Norwegian agency, created an insidious recruiting campaign organising a sharp and smart direct marketing action based on Christmas gifts: “The Trojan beer”.

Traveling upgrade your life

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26 November 2018

Probably because I’m looking forward to my next opportunity for international travel, I’ve been attracted by one not-so-recent Emirates’ advertising campaign. Focusing on their reputation that – according to Tripadvisor – paints the airline as having “the best economy class in the world”, Emirates have created a commercial aimed to underline the quality of their offer, even the basic one.

Big MAC can

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12 November 2018

This year the Big Mac has turned 50. With the aim to celebrate this important anniversary, McDonald’s managed to convince another icon of the food and beverage sector – Coca Cola – to pay their respects and join the historical celebration organising an unprecedented co-branding action: a limited edition Coca Cola can.

From cardboard to fun

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22 October 2018

How to recycle or upcycle cardboard boxes? Miami Ad School have had a fantastic idea to solve this issue. In order to give a new life to IKEA packages and give kids invaluable experiences, they have transformed the cardboard boxes that come with furniture into play kits.

Whatever you need, Amazon

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8 October 2018

In Spring and Autumn I usually feel that the house is in need of reorganisation. It should be because I have to swap clothes and shoes in order to get ready for the winter season, so everything seems to be in the wrong place. And there is always something missing: a box, a bulb, a certain tool... But now, fortunately, we have Amazon which, via one of their latest advertising campaigns, promises to provide “Everything you need from A to Z”!

Have a good pic or another holiday

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24 September 2018

Transavia have had a very powerful idea, play with the importance of having great pictures of every holiday. Focusing on that they have created a contest and an advertising campaign with the aim to promote their flights, but also to underline that there is the possibility of having more traveling experiences to photograph, even going back to the same places, according to the brand’s low prices.

Make room for passions and friends [IKEA]

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10 September 2018

Holidays are over, for almost everyone. In a few weeks’ time, the entire autumn routine will be in place again. I’m going to borrow one of the IKEA advertising campaigns as a memo in order not to forget to make room for passions and friends even in the busiest period of the year. This is the right thing to do, I promise! 🙂

Have a lovely holiday... and a tonic! 😉

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25 July 2018

My blog goes on vacation until September. I hope you’ll miss it! 😉 In the meantime, I wish you a marvellous summer and I leave you with a very unexpected tip for your holidays: as I discovered from the Thomas Henry’s advertising campaign, you can use tonic to avoid mosquitos bites. Have a look at their commercial if you don’t believe me 😉

Nivea - new product

Nivea: new need, new product

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18 July 2018

The aim of strategic marketing is being able to answer the new needs of an individual with new ideas and then new products. Nivea have discovered a new necessity behind the trend of sportsmen – and not just them – shaving almost all their bodies and the brand have answered this with a new product - launching it thanks to an appealing advertising campaign.

Bad days, healthy walks

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11 July 2018

Having a walk of at least 30 minutes per day is very important to stay fit and healthy: it alone can reduce the risk of heart attack by 20%. In order to stress and imprint this fundamental concept in people’s minds, FFC - French Federation of Cardiology have created and launched a social campaign targeted especially for women.