Beer.

No, really! At least, that’s what the Bertolli brand appears to suggest to the globalized users of Brand Tags, a simple but elegant collective experiment in brand perception.

The basic idea behind it is that

"a brand exists entirely in
people’s heads. Therefore, whatever it is they say a brand is, is what
it is."

Brand Tags asks visitors to write a word (or a very short phrase) to be associated with a well-known brand, and then graphically displays the cumulative result in form of a tag cloud.

To be honest, "oil" and "pasta" are equally present in Bertolli’s tagcloud – but it’s "beer" that catches the eye…

It is also possible to submit a brand to be included in the experiment, and there is already a dozen Italian companies in the list: food (Bertolli, Campari, Illy, Lindt), clothes (Diesel, Dolce & Gabbana) and transportation (Ferrari, Fiat, Lamborghini, Maserati, Vespa).

Ah yes, and calendar fast italian tyres (guess who?).

The complete brands list is here.

P.S. I do not think that the result is a bad thing for Bertolli. It could be a good idea, indeed…