Fernet is a popular alcoholic drink in Argentina. When we launched Fernet 1882, we focused on the numeric aspect of its name and expressed it in the most eccentric and bizarre ways we could come up with. To take the brand forward, we decided it was time to communicate the ‘Fernet’ bit.For some strange and startling reason, the word ‘Fernet’ does not appear in any Spanish language dictionary, despite being a widespread and popular drink. The idea was to get the Royal Spanish Academy to correct this error. For this purpose, we used a varied series of channels to contact the Academy and let people know our request.

Punning on the name of a well-known Argentinean vedette of the 60’s, we created an installation of 1882 fernets with Coca Sarli around one of the most emblematic landmarks in Buenos Aires.

The Argentine Academy of Letters promised to include ‘Fernet’ in the Dictionary of Argentine Speech, and the Royal Spanish Academy is considering the possibility of including this word in their Dictionary. This news was covered by websites, newspapers and magazines all over the country and we thus managed to take the brand forward, respectfully approaching the consumers in a meaningful and innovative way.