Before talking about the 1882 campaign, you need to understand what Fernet is. It’s an Italian bitter, traditionally sipped after meals—somewhat like Jägermeister.
But in Argentina, it’s something else entirely: a national obsession. People drink it any time, usually mixed with Coca-Cola, and almost always with friends.
And in Argentina, there’s one undisputed king: Branca. If you drank anything else, people assumed you knew nothing about Fernet.
Now, here’s the twist: 90% of Argentina’s Fernet is consumed in just one province—Córdoba.
And it’s from Córdoba that 1882 was born: a new Fernet crafted by a family of local distillers with a bold dream—compete with Branca.
Our first reaction?
“F*ck. Nobody wants another Fernet.”
Then we got to work.
We knew we couldn’t beat Branca with logic—there was no rational argument that would convince people to switch.
So we didn’t talk about Fernet at all.
Instead, we built a brand with a personality—loud, polarizing, and unforgettable.
The kind of brand that makes you either love it or hate it.
The kind of brand people talk about.
And it worked.
By the end of the first year, 1882 became the #2 Fernet in the country—not by fighting Branca on product, but by creating a cultural presence all its own.