Cookies & Partners Extends Accendi Luce & Gas Coop Omnichannel Remit

Having won the assignment to create the new brand of Alleanza Luce & Gas, a subsidiary of Coop Alleanza 3.0 (announced in December) and ATL and BTL communication, Milan-based agency Cookies & Partners has been awarded with the expansion to the planned communication activities, winning the pitch for web content, social management and the website, online from the April 12th. This continues the trend for growth at the agency, which is owned by Francesca Mudanò, Massimo Guastini, Guido Chiovato and Andrea di Castri.

The great strategic and creative approach was essential to win the task. In particular the Brand Architecture phase, which was implemented through a series of workshops designed by Cookies & Partners, that directly involved Alleanza Luce & Gas stakeholders and all the media professionals. The aim was to launch the brand with a tailor-made and omnichannel communication plan.

“Creating a completely new brand, giving it a name and a strong brand identity is a huge challenge and one of the most important tasks the agency was involved with this year,” says Francesca Mudanò, Creative Director and Executive Partner of C&P. “It is a turning point that enabled us to gain new capabilities and collaborations. Starting from scratch, we have had the opportunity of creating a brand with its own character, and a very detailed way to express itself. It is already possible to recognise its nature from the name (a simple and immediate action ‘turn on’) and from the website.”

The site is just one amongst the jobs assigned from Alleanza luce & gas to the agency on the basis of the challenging marketing plan ALG, that also includes the ideation of TV commercials, print and radio campaigns.

“Luce&gas ècoop is now Accendi Luce & Ggas Coop, a rebranding operation that was born from the necessity to strengthen the position of our products and the loyalty/trust that our consumers and Coop members,” explains Antonio Cerulli, Alleanza Luce & Gas President. “It is an important first step for the 2018 Alleanza Luce & Gas marketing plan, achieved thanks to the valuable and professional support of Cookies & Partners.”

Cookies & Partners thanks every partner involved in the project, the media house InMediato and Molecle, in charge of the onboarding part of the site Accendi.

The ATL launch campaign is planned for mid-May.