SPERLARI AND MINA, A PERFECT COMBINATION OF VOICE AND TIMELESS SWEETNESS
Mina's voice, a Sperlari candy and a sweet little story
LISTEN TO THE SONG PERFORMED EXCLUSIVELY BY MINA FOR SPERLARI
Two symbols of the city of Cremona meet: Sperlari, an icon of sweetness in Italy and in the world and Mina, one of the most beautiful voices ever. Together they give life to an unprecedented collaboration, which marks the relaunch of the brand with a renewed identity starting from a song written and performed exclusively for the brand.
Sperlari, with its almost 190 years of history, proposes itself as the guardian of the Italian confectionery tradition, a bridge between past and future, capable of creating lasting and authentic value. The history and culture of the Italian territory represent not only the basis, but also the inspiration for the continuous evolution of Sperlari.
Mina, a timeless voice, which has accompanied the Italian collective memory for over sixty years. Mina is a transversal icon, loved by different generations, capable of reinventing herself while always remaining faithful to her essence. His bond with Cremona is deep, as is that with music that excites, that remains, that crosses eras and languages.
His presence in this project is not only artistic, but profoundly symbolic: he represents the same ability to cross time and to excite that today also defines the new face of Sperlari.
The collaboration takes shape and melody through the campaign “Sweet stories, plus yours”, guided by a narrative that enhances the deep bond between Sperlari and the emotions related to sharing, taste, memories. The song interpreted by Mina accompanies two creatives: one focused on the world of candies starting at the end of May, the other linked to Christmas products (nougat and nougat), which will be at the center of a second phase of communication starting from November.
