Diete.Tic: the new campaign by Serviceplan Italia, produced by Filmmaster, with music by Fabio Gargiulo

Milan, November 11, 2024

Are you wondering if there's a sweetener with zero calories, no preservatives, and, most importantly, no aftertaste? The answer is Diete.Tic, which, as the campaign slogan says, “changes your life, not the taste."

Now we can enjoy coffee, tea, and desserts without sacrificing wellness or pleasure. Bringing us this sweet news, or rather, singing it to us, is the campaign conceived by Serviceplan Italia, the creative agency of the House of Communication Milan, featuring a jingle inspired by "Cosa hai messo nel caffè?" arranged by maestro Fabio Gargiulo.

The tone of voice, sweet and delicate, is enhanced by the visual treatment: bold black and white that highlights the product's purity and the good taste of those who choose it, while the red packaging stands out, because the difference is noticeable when you use Diete.Tic.

The spot is produced by Filmmaster, directed by the Lucini brothers: 30 seconds of pure sweetness portraying our target audience rediscovering authentic flavors.

No added compromises.

Credits:

Client: Valsoia
President: Lorenzo Sassoli de Bianchi
CEO: Andrea Panzani
Chief Marketing Officer: Leonardo Lambertini
Head of Media and Consumer Relations: Cristina Grappeggia
Marketing Manager Italy: Lorenzo Vannucci

Agency: Serviceplan Italia
Chief Creative Officer: Stefania Siani
Creative Directors: Giuliana Guizzi, Salvatore Giuliana
Art Director: Federico Santoro
Copywriter: Ilaria Turci
Account Director: Chiara Antonetti
Account Supervisor: Monica Rovaris
New Business Director: Ilaria Mosca
MD Make: Laura Moltrasio
Senior Producer: Michela Giordana

Production Company: Filmmaster
Directors: Marcello and Luca Lucini
Executive Producer: Michela Gabelli
Producer: Valentina Bellanza
DOP (Director of Photography): Marco Alfieri
Set Designer: Amos Caparrotta
Editor: Alice Baragetti
Colorist: Luca Parma