Sanpellegrino unveils summer campaign aiming to put a million cans in hands

Sanpellegrino Italian Sparkling Drinks is taking to the road this summer with a new campaign, under the tag line ‘Treat yourself to a Taste of Italy’.

A strong out of home (OOH) campaign with national coverage and with both static and digital creatives placed in proximity of stores will direct consumers to convenience stores, besides a store call out to key retail partners.

In a bid to get one million cans in hands, the OOH campaign will be complemented by widespread guerrilla sampling across Manchester and London as the brand ramps up its campaign to drive awareness and trial.

Brand ambassadors will hand out a range of Tastefully Light flavours around key occasions from a touring retro Sanpellegrino sampling bike in high footfall areas in Manchester City Centre, Manchester Stadium and Oxford Road areas, as well as Covent Garden, South Kensington, and Canary Wharf in London.

The guerrilla sampling complements a packed summer itinerary for the brand. Sanpellegrino has been the official soft drink sponsor at Taste of London, Regent’s Park on 17 and 18 June, where the Sanpellegrino Piazza Bar offered a range of flavours to Taste visitors and a cocktail masterclass where visitors can learn to ‘mix like an Italian’.

The brand has also activated a pop-up Sanpellegrino Piazza Bar on the Southbank on 8 July, with another opportunity for consumers to enjoy the authentic Italian taste of the Sanpellegrino range and a cocktail masterclass led by one of London’s leading mixologist.

“We know that raising awareness and engaging with consumers are key for recruitment and growth, so we can’t wait to bring our ‘Treat yourself to a Taste of Italy’ OOH campaign to life,” Michela Tasso, Sanpellegrino UK brand lead, said.

“Consumer loyalty to Italian Sparking Drinks is fantastic, but trial is an important part of our sustained investment and vital for us to grow consumer love. We’re excited to take the range on the road this summer and look forward to delighting customers in Manchester and London so they can enjoy Sanpellegrino’s iconic taste and naturalness while out and about.”

A permissible treat - thanks to its selection of Italian ingredients and real fruit juice - the Sanpellegrino Tastefully Light & Classic Taste sparkling fruit ranges have long been a favourite with consumers looking for a truly thirst quenching and delicious citrus drink.

The range includes six flavours and each can includes at least 16 per cent real fruit juice sourced from Italy and the Mediterranean and sweeteners from natural sources. The Tastefully Light range of beverages are entirely non HFSS and not liable for the Soft Drinks Industry Levy.

Sanpellegrino Tastefully Light sparkling fruit ranges are available to purchase in most major wholesalers including Booker, Bestway, Costco, Dhamecha, Brakes, Bidfood and Parfetts.