Disaronno has selected 72andSunny Amsterdam to deliver a new brand platform and global campaign.

The assignment for one of the world's largest liqueur brands came after a competitive pitch.First work is expected in 2026.Luca Picotti, Chief Marketing Officer of ILLVA Saronno, said: “As a brand with a rich heritage and global recognition, we are constantly looking for ways to evolve and stay relevant — especially with younger generations who seek authenticity, style, and meaning in the brands they choose. The partnership with 72andSunny aims to speak to them in a more contemporary and engaging way.”

Disaronno, an almond-flavored Italian liqueur, dates to 1525. Illva Saronno’s largest brand, it has a presence in 160 countries worldwide. Illva Saronno’s portfolio includes Tia Maria, Engine Gin and The Busker Irish Whiskey.

Armando Potter, Head of Strategy for 72andSunny, added: “At 72andSunny we believe optimism has the power to unlock possibilities for the world’s most ambitious brands. For Disaronno, that means rejuvenating what La Dolce Vita means for a younger generation that is more discerning and busier than ever. Among this generation, the sweet life hasn’t disappeared, it just needs to play by their rules, on their terms.”

The agency's client work also includes TikTok, e.l.f cosmetics and Zurich Insurance.