Ci Sta

Among Gen Zers and millennials, the expression 'ci sta' is widely used with a meaning similar to 'cool.' That's why we felt it could work perfectly as the brand's tagline.

Why? Because, just like 'cool,' 'ci sta' has a double meaning. It describes something appealing and relevant, but also something that works, fits or feels right. This richness of meaning helped us connect with our audience, highlight the product's strengths, and define a new brand positioning.

Agency: Ogilvy Italy