Tavernello's NFT and Metaverse Campaign: Irony Meets Digital Art
Tavernello, the wine brand of Gruppo Caviro, is leveraging NFTs and the metaverse in a rebranding effort to update its image. The campaign, created by Lorenzo Marini Group, includes a series of posts and stories on Instagram that play with digital art concepts, using the acronym NFT to stand for "Non Fungible Tavernello." A collection of three NFTs was launched in collaboration with Garage Raw, featuring the brand's iconic brick-shaped carton. The NFTs are titled "Nel Frigo Tavernello," "Non Fungible Tavernello," and "Brikchain," referencing blockchain technology. The brand has also introduced "Tavernellismo," a fictional art movement that reimagines the brick carton in the style of famous artworks, such as Michelangelo Pistoletto's mirrors, Christo's wrapped objects, Piero Manzoni's white, and pop art polka dots. The campaign has achieved strong engagement and follower growth on Instagram.
Key facts
- Tavernello launched an NFT collection on Instagram in collaboration with Garage Raw.
- The campaign is part of a rebranding effort by Gruppo Caviro to improve the product's image.
- Three NFTs were created: 'Nel Frigo Tavernello,' 'Non Fungible Tavernello,' and 'Brikchain.'
- The acronym NFT is repurposed as 'Non Fungible Tavernello.'
- The campaign includes a fictional art movement called 'Tavernellismo.'
- Tavernellismo references works by Pistoletto, Christo, Manzoni, and pop art.
- The campaign was created by Lorenzo Marini Group.
- The brand uses irony to address its low-cost tetrapak packaging image.
Entities
Artists
- Michelangelo Pistoletto
- Christo
- Piero Manzoni
Institutions
- Gruppo Caviro
- Lorenzo Marini Group
- Garage Raw
- Artribune
Locations
- Roma
- Italia