FernetworkTV

Fernet-Branca is a legendary Italian amaro with a cult following among bartenders and service industry insiders. The challenge was to grow on-premise sales while protecting the brand’s mystique — its edge, its “if you know, you know” status — without watering it down for the masses.

Fernet’s appeal comes from its intensity and mystery. Its core audience doesn’t want a polished, mainstream ad — they want something that feels raw, underground, and uniquely theirs. The creative needed to capture that spirit while still driving action.

We created “FernetworkTV,” a series of :15 in-bar spots that felt like transmissions from a parallel universe. Glitchy, cryptic, and uncompromising, the campaign leaned into the brand’s “bitter truth” personality while layering in a bold call to action. It was advertising disguised as cult content — perfectly tailored for Fernet’s community.

• 18% ROAS, making it one of the brand’s strongest-performing in-bar campaigns

• Scaled nationally after local pilot success

• Praised by the partner as “the new gold standard of creative for our platform”