\nDolce Side of Life invites consumers to enjoy \u2018the sweet pleasures of everyday life\u2019 with Disaronno liqueur.<\/strong><\/p>\n
The new global campaign, along with the brand\u2019s long-term platform, Everyday Dolce, aims to attract a new generation of drinkers.<\/p>\n
Launching in 2026 with \u2018significant\u2019 media investment, the Dolce Side of Life campaign represents a strategic evolution for the brand, reframing Disaronno for modern consumers and reinforcing its relevance during high-frequency drinking occasions in pubs, bars, and hospitality venues.<\/p>\n
Peter Dries, marketing director at Disaronno, said: \u201cDolce Side of Life is about bringing a fresh, contemporary energy to Disaronno while staying true to its Italian heritage.<\/em><\/p>\n \u201cWe\u2019re creating a platform that resonates with today\u2019s drinkers \u2013 those seeking spontaneity, connection and simple moments of enjoyment \u2013 while providing the trade with a highly adaptable and profitable serve strategy.\u201d<\/em><\/p>\n The campaign is based on the insight that modern drinkers are increasingly looking for experiences that enhance their everyday moments.<\/p>\n The Dolce Side of Life campaign has been developed by creative agency 72andSunny Amsterdam. It will be launched through a fully integrated approach that includes above-the-line (ATL) advertising, public relations, influencer activity, and trade marketing.<\/p>\n The first phase of ATL media will run for five weeks on social media from 19 April to 18 May, kicking off on National Amaretto Day, which the brand has dubbed \u2018Disaronno Day\u2019.<\/p>\n The day will be complemented by in-venue activations, menu integrations, and social media amplification to drive foot traffic and visibility.<\/p>\n A larger ATL push is planned for the fourth quarter to further extend the campaign\u2019s reach. The brand\u2019s Everyday Dolce platform will be consistently integrated across all brand touchpoints, ensuring a cohesive message from consumer communications to in-venue execution.<\/p>\n Dries added: \u201cLast year we celebrated 500 years of Disaronno, and this new campaign is about building a brand that thrives for the next 500 years. For the trade, it\u2019s a clear opportunity to tap into one of the most dynamic serves in the category, supported by a campaign designed to drive both demand and visibility both at home and in venue.\u201d<\/em><\/p>\n![\"\"](\"https:\/\/www.dutyfreehunter.com\/blog\/wp-content\/uploads\/2026\/04\/Disaronno-Dolce-Side-of-Life.jpg\")