Italian liqueur brand Disaronno has appointed creative agency 72andSunny Amsterdam to oversee its global brand-building efforts following a competitive pitch process.

The Dutch agency will now be tasked with delivering a new brand platform and global campaign for Disaronno, expected to be launched sometime in 2026.

The work will be designed to re-invigorated the historic Lombardy-based firm, which makes up part of the ILLVA Saronno portfolio alongside sister brands Tia Maria, Engine Gin, and The Busker Irish Whiskey.

“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,” said Luca Picotti, CMO of ILLVA Saronno.

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“This new chapter of Disaronno and the partnership with 72andSunny aims to speak to them in a more contemporary and engaging way, while staying true to the essence that has made Disaronno an icon of Italian lifestyle.”

The appointment comes off the back of a series of other wins and organic client partnerships for 72andSunny Amsterdam, including TikTok, ELF Cosmetics and Zurich Insurance.

Simone Moessinger, ECD of 72andSunny added: “It’s rare that one gets the chance to work with this kind of legacy. Disaronno has been consistently championing and savouring the sweet moments in life since 1525.

“At 72andSunny we are excited to become the partner that will help Disaronno to win the next chapter: building a modern, global brand platform that connects with a new generation while honouring what’s made them iconic for centuries.”