Case Study ● 2023 ● HoReCa & Retail
DORECA
A World to Drink
From a fragmented offline presence to a scalable omnichannel platform. Brand strategy, digital go-to-market and ongoing oversight for one of the leading beverage operators in the Italian Ho.Re.Ca. channel.
Bliss Agency supported Doreca Italia through an integrated growth programme spanning branding, retail and e-commerce, contributing to an increase in turnover from €207,07 million to €214,92 million (+3,79%), the opening of 5 new stores in 9 months, +645% growth in Google Shopping clicks and over 51.599 Google Ads clicks with a CTR of 13,36%, well above sector benchmarks.
Client
Doreca Italia SpA
Sector
Retail · Ho.Re.Ca · FMCG
Period
Feb – Nov 2023
Channels
TikTok · IG · Google · Meta
Disciplines
Brand Strategy · Paid Media · Content · Social
Stores Supported
12 openings · Rome · Olbia · Pomezia
The Numbers Behind the Partnership
Data verified from Google Ads, Meta Business Manager, TikTok Analytics and Google Analytics reports.
Purely organic growth from zero in a few months
Peak of 164.873 views in a single day
From ~1,000 to 5,747 followers · +71% in one month after the rebrand
Search Network CTR 13,36%. Industry benchmark 3–5%
Growth in product clicks versus the previous period
99,5% new users. 1.140.000 total impressions
A leading Ho.Re.Ca. distributor chose Bliss to guide its evolution from traditional retail excellence to a scalable omnichannel platform.
Doreca was not a simple digitalisation project but a complex system to be realigned: advanced logistics infrastructure, a dual target of trade professionals and consumers, a service promise built on speed, and a presence historically built offline.
The challenge was not “going online” but turning a solid operating model into a coherent, recognisable and measurable digital brand presence, without compromising commercial pragmatism, sector authority or execution capability.
Architecture of the Engagement
Seven integrated workstreams to govern the omnichannel transition with a long-term approach.
/01
Strategic Advisory
Audit, Positioning & Roadmap
/02
Brand Identity & Experience
Language Evolution
/03
Campaign Architecture
Integrated Communication System
/04
Digital Go-to-Market
Building the Digital Face
/05
Paid Media & Growth
KPI-Driven Growth
/06
Retail Activation
Continuous Local Presence
/07
Data Insight
Big Data + Small Data as a Decision-Making Lever
Performance
Channel by Channel
Verified data · TikTok Analytics · Meta Business Suite · Google Ads · GA4 · 2023
| Status | Content | Format | Views | |
|---|---|---|---|---|
| 📌 Pinned | Craft beer shelf | Store Tour | 1.300.000 | ↗ |
| 📌 Pinned | Bottle delivery unboxing | In-Store | 1.100.000 | ↗ |
| 📌 Pinned | Beer shelf — store interior | Store Tour | 1.100.000 | ↗ |
| 🔥 Viral | Mezcal Monte Alban | Store Tour | 1.000.000 | ↗ |
| Young woman in the wine aisle | Lifestyle | 719.000 | ||
| Young woman, lifestyle trend | Lifestyle | 334.000 | ||
| Man in car — drive-in | Humour | 277.000 | ||
| Store interior, top shelf | Store Tour | 252.000 |
The Transformation of the Digital Presence
Starting Point
No TikTok presence: a channel with high viral potential left completely inactive
Instagram with ~1,000 followers, non-strategic content mix, no structured growth system
Store openings in Rome with no digital amplification, no storytelling around the physical spaces
Unstructured Google Ads, no active Shopping campaigns, untracked clicks
Inconsistent visual brand identity across online and offline, no recognisable serial format
14 active stores. Expansion without a replicable launch system
After Bliss Agency's Involvement
TikTok from zero to 30.129 followers — 3 pinned videos 1M+ — 2.500.000 views in 3 weeks
Instagram +471% followers — 552.000 monthly reach — 1.140.000 impressions — interactions +87%
12 store openings supported — record opening post with 104,319 organic reach
Google Shopping +645% clicks — search CTR 13,36% (benchmark: 3–5%) — 264.000 site visits
403.389 IG accounts reached — 7.950 content interactions — 1.945 new followers in one month
19 stores active at close — a replicable, scalable local brand launch system
Media
& Press Coverage
Every 2023 opening generated spontaneous editorial coverage in the leading trade publications.
The new Doreca hubs in Cagliari and Olbia: 10,000 products for Horeca professionals
New Rome opening for Doreca, the wholesaler dedicated to the beverage world
Olbia Calcio and Doreca Italia: the start of a new partnership for the sporting season
Doreca, a world to drink: the store brand for drinks and spirits
Doreca – un mondo da bere
ADV Photography Campaigns
for Retail Beverage & Ho.Re.Ca.
High-conversion visual production for omnichannel campaigns
Concept and production of ADV photography campaigns for the beverage, retail and Ho.Re.Ca. sectors, developed for Meta Ads, Google Display, outdoor advertising and trade materials. Every shoot was designed to strengthen the positioning of the Doreca brand through highly recognisable imagery, contemporary visual storytelling and content optimised for performance-driven and brand awareness campaigns.
Product Still Life
for E-commerce, Social & Catalogues
Premium commercial photography for bottles, spirits and beverage lines
Professional still life photography for beverage, spirits, wine, beer and premium label products, for e-commerce, social media, advertising campaigns and retail materials. The production was built to enhance texture, packaging and the product’s premium perception, increasing visual consistency and perceived quality across all digital and physical touchpoints.
OOH, Billboards
& Vehicle Branding
High-visibility outdoor communication across the local area
Development of OOH campaigns, urban billboards and vehicle branding to strengthen the Doreca brand’s local presence. From retail posters to customised fleets, every asset was designed to increase memorability, local recognition and continuity across offline communication, digital advertising and retail activation.
A bigger logo, to be
recognised faster
OOH and billboards designed to maximise brand recall and urban recognisability
The owners’ request was clear: the logo had to become the undisputed lead of the outdoor communication. In a high-traffic setting, where attention spans are measured in seconds, we turned this brief into a strategic brand awareness choice.
We completely rethought the visual hierarchy of the OOH layout, enlarging the Doreca logo until it became the dominant element of the composition. The payoff and opening information were scaled back to support the main message, improving legibility, visual impact and recognisability even at long distance.
The result is more direct, memorable and visually effective outdoor communication, designed to strengthen the Doreca brand’s local presence in the beverage and Ho.Re.Ca. sector.
Social, POP Materials
& Point-of-Sale Communication
Visual merchandising and retail materials for the in-store experience
Creative design of PED, POP materials, displays and visual communication for retail stores and Ho.Re.Ca. outlets. A coordinated system designed to improve commercial legibility, brand recognition and visual impact along the purchase journey, integrating branding, product promotion and omnichannel identity.
Video Production for Events,
Cruises & Brand Activations
Dynamic content production for experiential events and hospitality
Video and photo production during events, cruises, local activations and brand experience initiatives in the beverage and hospitality sector. Cinematic, social-first and vertical content for TikTok, Instagram Reels and ad campaigns, developed to increase engagement, organic reach and the brand’s perceived value.
Retail Photography
for New Openings & Store Launches
Visual documentation and storytelling for retail openings
