Ivana stays on brand

Ivana Mantovani (B.F.A., branded entertainment) is drinking it all in.

As a SCAD student she partnered with iconic global beverage brands on projects that helped shape her skills as a marketer, creator, and designer. When she graduates this spring, the daughter of Venezuelan immigrants will work with her parents to rebrand their restaurant business, Bocas Group, in Miami, Florida.

“Ivana is one of those students who lets nothing get by her,” says associate chair of advertising and branded entertainment Judy Salzinger. “Her curiosity is her fuel. Her contribution to every collaborative project she works on is fearless, passionate, and always on-point.”

Ivana Mantovani:

I love understanding people, why they make decisions, and why they choose to have specific brand loyalty. That knowledge helps me craft stories that will connect well beyond traditional advertising. As a storyteller, I connect brands with their audience. I don’t sell products. I sell emotions, experiences, and memories.

While working last year on a SCADpro project with Coca-Cola and AMC Theatres to improve the in-theater experience, professor Judy Salzinger saw I enjoyed the art of researching and creating brand identity. Professor Salzinger encouraged me to challenge myself and find key details that further connect with the audience. She taught me that branded entertainment is more than marketing or advertising. Branded entertainment means telling stories that connect with people so deeply, they want to engage with your brand.

To millions of people, Coca-Cola isn’t just a beverage company. Coca-Cola is synonymous with relaxing, friends, and fun. They have enormous brand loyalty, and every company in the world wants to emulate that success. Before I worked with Coca-Cola, I took Introduction to Branded Entertainment (BREN 200) with professor Salzinger thinking it would help me enter the world of TV production.

As part of that class, I was challenged to find a new message for Budweiser. I immersed myself in the history of the company, how they define themselves, and why they were looking to engage a new audience. I worked with graduate students including Caroline Semler (M.A., advertising) and Maggie Walker (M.A., advertising). They were incredible designers, and I got to be the storyteller. We discussed product positioning, market groups, and the story we wanted to tell in the moment. Our final product showcased Budweiser’s power to bring people together and create community. That class allowed me to really grow as a marketer through creating emotional connections with my viewers.

After I graduate, I am going to take everything I learned at SCAD and help my family’s restaurant group, the Bocas Group, continue to grow and connect with our patrons. Implementing the lessons I learned working with Coca-Cola, AMC, and Budweiser, will allow us to continue to grow and shape the culture and future of our business.

Written by Robert Almand.