Everyone’s obsessed with Aperol these days. Orange bubbles are being gulped at a monumental rate. So why can’t Limoncello break the UK market in the same way? Italy’s refreshing lemon liquor deserves to share the spotlight.

Playing on the well-documented Italian hatred (HATE with a dying passion) for when non-Italians butcher Italian food and drink traditions, let’s create a campaign that highlights these shocking, Mamma Mia moments of forbidden actions. Pallini can help the UK to learn the way it’s supposed to be done, served up with a limoncello cocktail. Perfetto.