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EUROSPIN BEACH LIFE

Eurospin – Capsule Collection Summer Launch

Client: Eurospin
Occasion: Launch of the Summer & Beach Capsule Collection
Agency: Musa


CHALLENGE

Launch the new all-Italian Eurospin capsule collection, featuring products designed for summer and the beach, while staying true to the brand’s accessible and ironic DNA—and making it resonate with a broad, pop-loving audience.


SOLUTION

To celebrate the launch, Musa developed a branded content campaign that combined self-irony, fun, and summer vibes, turning the beach into the ultimate Eurospin runway.

The concept: a playful reinterpretation of classic beach characters, brought to life by a cast of beloved Italian talents, including:

  • Francesco Facchinetti

  • The Pozzolis Family

  • Cecilia Cantarano

  • Mrs. Coriandoli

Set on the beach, the campaign used humor and exaggeration to present the capsule collection in a fresh, unexpected way, making Eurospin’s summer products the true stars of the season.

Musa contributed to both the creative strategy and the production of the content, distributed across social media to maximize reach and engagement.


RESULTS

  • High visibility across Instagram, TikTok and YouTube, with strong traction in organic engagement

  • Wide appeal across multiple generations, thanks to the mix of talent

  • Positive sentiment: users appreciated the ironic, light-hearted tone and recognized the versatility of the collection

  • Reinforced the perception of Eurospin as a smart, fun, and culturally relevant brand

  • Made the capsule a conversation starter for summer content

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