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Mon Chéri Attractiveness

Agency: Sinaptica - Italy.

Client: Ferrero.

The Challenge: To recreate the attractiveness of Mon Chéri through different new advertising concepts.

Methodology: Semiotics and Ethnography within Social Media, for the analysis of people’s free-flowing speeches around the premium brand. Use of linguistic and statistical software tools to create a semiotic mapping of meaning and positioning, arising from the ad concepts.

Performance: Setting the guidelines for the new international advertising campaign, through new and powerful brand values.  


Is there a connection between Semiotics and Creativity? Brand Innovation means igniting Creativity with Semiotics.

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