San Pellegrino

Context

In a crowded soft drinks market dominated by big brands and fleeting attention, standing out requires more than visibility alone. Consumers increasingly seek moments of escape and authenticity, especially during summer, when choice is high and loyalty is low. While San Pellegrino’s Italian heritage is distinctive, the challenge was to translate its online summer campaign into a tangible, high-impact experience — one that could drive mass sampling, strengthen brand recognition and create genuine connection in busy lifestyle-driven locations.

Connection

People don’t just drink soft drinks in summer — they chase moments that feel like a holiday. We used that insight to bring San Pellegrino’s Italian summer to the streets, turning the online campaign into a physical terrazza experience. Through high-impact sampling at lifestyle locations, surprise guerrilla activations and partnerships with events like The Pizza Show, we created multiple touchpoints that combined mass reach with meaningful brand moments — making the taste of Italy instantly accessible, wherever people were.

Impact

The campaign rolled out across 12 activations in the Netherlands and Belgium, delivering mass reach and strong brand visibility. Over 25,000 samples were distributed, driving high levels of positive consumer engagement and reinforcing San Pellegrino’s Italian summer positioning in high-traffic, lifestyle-led locations. The strong response led to early plans for a 2026 continuation, confirming the campaign’s effectiveness and long-term brand value.