For the launch of the new season, Rai Pubblicità has announced the partners who have chosen to invest in the series: Lavazza, OVS and MSC Crociere return, whilst Marlù makes its debut. The brands will be present during key moments of this fiction series most beloved by young people, with placements designed to address the specific communication needs of each partner without compromising the authenticity and narrative quality of the series. The perfect coherence with the context and plot will offer an even more engaging viewing experience for the audience.

Lavazza continues its educational narrative in the world of coffee with a workshop created by the company’s Training Centre, where the protagonists of the series will have the opportunity to learn the profession of barista: a project in line with the brand’s strategy, which aims to highlight its values and expertise.

OVS is present with B. Angel, the brand designed to reflect the world and values of Gen Z. With this collaboration, OVS strengthens its connection with new generations through the language of fashion. The B-Angel garments, worn by some characters, are the expression of an accessible, authentic and inclusive style, in harmony with the series and its audience.

The participation of MSC Crociere is a choice linked to the numerous scenes involving the sea and the terminal where the ships are moored; guests who stop over in Naples will have the opportunity to visit the symbolic locations of the series.

Marlù has chosen this record-breaking fiction series for its authentic storytelling, which speaks to new generations and addresses themes dear to the brand: the freedom to be oneself, the courage to change one’s destiny and the strength of bonds built along the way. Marlù creations are not just jewellery, but convey messages, narrate emotions and express everyone’s uniqueness.

In addition to these major integration projects, a commercial proposal that includes various touchpoints is available, designed to reach Gen Z. The package includes: a RaiPlay presence to effectively reach all audience segments, planning on Vevo’s YouTube channel in the dedicated content selection, and programming in the concessionaire’s cinema circuit theatres for targeted films. The offer is enriched by the inclusion of the brand in the pre-show of concerts by some of the most beloved and followed artists by Gen Z.

The first boxset of the fifth season of Mare fuori will be available from 12th March with six episodes exclusively on RaiPlay; the second boxset with the next six episodes will be available from 26th March simultaneously with the TV debut on Rai 2. Under the direction of Ludovico Di Martino, alongside the protagonists there will be six new characters played by Francesco Luciani, Francesco Di Tullio, Rebecca Mogavero, Elisa Tonelli, Alfonso Capuozzo and Manuele Velo.

To learn more about the Gen Z offer or other planning opportunities, consult the dedicated series catalogue or contact your reference agent.