Double Forte

Public Relations

Torani

By The Double Forte Team

Turning 100 years into a platform for the next 100

We springboarded Torani’s 100th anniversary into a year-long platform for leadership, positioning the brand as both the authority in flavor and a powerful example of how a people-first company can drive extraordinary growth.

118

media placements

3.1B

impressions

26.8%

YoY increase in coverage

Challenge

Torani entered its centennial year with strong momentum and a reputation extending far beyond its flavored syrups. Over six years, Double Forte had helped position the company as a leader in flavor innovation and people-first growth.

The 100th anniversary created a unique opportunity, along with a strategic risk. A traditional anniversary campaign would have celebrated Torani’s past without advancing its broader business story. The company needed one cohesive narrative to resonate across consumer, customer, business and employee audiences while keeping the focus on where Torani was headed next.

The challenge was to turn 100 years of legacy into evidence of Torani’s continued relevance, resilience and future direction as a company.

Approach

BUILT ONE ANNIVERSARY PLATFORM WITH MULTIPLE PATHWAYS INTO THE STORY. Double Forte worked alongside Torani and its partners to create an integrated 100th anniversary communications strategy including its “Flavor of the Century” launch, a national “Flavor Factory” pop-up tour, nostalgic throwback flavors, a non-profit Opportunity Grant program and corporate storytelling. Each activation reached different audiences while reinforcing a larger story about Torani’s century of flavor innovation, growth and opportunity.

TURNED 100 YEARS OF FLAVOR INTO CATEGORY AUTHORITY. Building on the annual “Flavor of the Year” platform Double Forte originally helped establish, we launched the Flavor of the Century, Diamond Syrup, and used it as much more than a commemorative product. The campaign connected Torani’s history of flavor innovation and leadership with its future, generating 42 earned placements and 966.9M impressions across the 2024 launch and 2025 anniversary year.

TOOK THE ANNIVERSARY ON THE ROAD. Torani’s “Flavor Factory” pop-up tour transformed the centennial into a consumer experience, while Double Forte turned each stop into a media opportunity. We built national awareness and executed market-by-market outreach around events in San Francisco, New York City, Seattle, Austin and Phoenix, securing broadcast interviews and regional coverage that positioned Torani as the authority in flavor. The tour generated 350M+ impressions, including 312M in San Francisco alone.

MADE TORANI’S BUSINESS MODEL A CENTRAL PART OF THE ANNIVERSARY STORY. Rather than separating corporate communications from consumer storytelling, Double Forte used Torani’s centennial to elevate its “Opportunity Company” narrative. Quarterly, nationally distributed announcements connected Torani’s people-first practices and commitment to creating opportunity with its business performance and growth, supported by proprietary company and national data. This work generated 27 placements and 927.7M impressions, including coverage from Business Insider, Forbes, Bloomberg Businessweek and other influential business outlets.

TURNED A MILESTONE INTO A LONG-TERM THOUGHT LEADERSHIP PLATFORM. The anniversary gave Double Forte an opportunity to connect the story Torani had built over 100 years with the company it is becoming. Instead of ending when the centennial did, the Opportunity Company narrative became the foundation for an ongoing executive and corporate thought leadership program focused on the relationship between people, opportunity and business performance. This platform continues today, with Torani leveraging quarterly business announcements, proprietary data and executive storytelling to build national authority.

Results

Torani’s centennial became one of the strongest earned media years in the brand’s history, generating 118 placements, a 26.8% year-over-year increase, and 3.1 billion impressions across a steady drumbeat of anniversary, thought leadership, flavor and experiential storytelling.

More importantly, the campaign created something that extended beyond the anniversary itself. Torani emerged from its 100th year with two powerful, ownable leadership platforms: an authority on what’s next in flavor and a compelling national voice on how creating opportunity for people can fuel business growth.

That foundation continues to compound. In the first half of 2026 alone, Torani generated 61 placements and 4 billion earned media impressions.