Osborne Clarke and BonelliErede with Mina and Sperlari in the launch of a new advertising campaign

Mina and Sperlari, two symbols of the city of Cremona, have created an unprecedented collaboration that marks the relaunch of the confectionery brand with a renewed identity starting with a song written and performed exclusively for the brand. Osborne Clarke assisted the artist in defining the licensing agreement for her image and performing rights, while BonelliErede assisted Sperlari.

With its almost 190 years of history, Sperlari is the guardian of the Italian confectionary tradition, where the history and culture of the Italian territory represent not only the basis, but also the inspiration for Sperlari's continuous evolution. Mina, a timeless voice that has accompanied Italy's collective memory for over sixty years, is a transversal icon, beloved by generations, capable of reinventing herself while always remaining faithful to her essence.

These shared values gave rise to the collaboration that took shape and melody through the Storie dolci, più la tua' campaign. Mina performs the jingle, composed ad hoc, for this campaign. The song accompanies two creatives: one focused on the world of sweets on air from 25 May, the other linked to Christmas products (nougat and torroncini), which will be the focus of a second communication phase starting in November.

Osborne Clarke - with a team led by partner Federico Ferrara, assisted by counsel Marialaura Boni and junior associate Chiara Brayda - assisted Mina in all aspects of the contract with the historic Italian confectionery brand Sperlari.

Sperlari was advised by BonelliErede.

The agreement concerned the granting of a licence for the use of the artist's rights and Mina's image in the Italian brand's new advertising campaign, intended for worldwide digital broadcast as well as diffusion through traditional channels.