Why Ogilvy Copenhagen's Fake Fernet-Branca Poster Left Bar-goers Bitter

The Italian bitter Fernet Branca has been perceived as an old-fashioned brand for many years. But through the award winning campaign "Life is Bitter" Ogilvy Denmark has managed to reposition the brand with a dark sense of sarcastic humor and make it relevant for a younger audience.

To celebrate the liquor’s 170th anniversary, Ogilvy Copenhagen created an unusual piece of art in Copenhagen’s Meat Packing District.