Bubbling with Brilliance: S.Pellegrino's Festive Growth Formula

Client: Nestle - S.Pelligrino

Sparkling water is in decline, with under-35s not sure why they should pay more for a premium sparkling water.

San Pellegrino needed to win over the under-35s without alienating its core older audience who admired its premium, elegant heritage.

We achieved this by zigging while everyone else was zagging. The sector spends most of its money in the peak summer months. We targeted Christmas!

We launched a contextual campaign to make sure S.Pelligrino was in the right places when foodies were looking for festive inspiration.

The results bucked the sector trend, with huge sales and market share growth. Crucial brand image statements also rose significantly among the under-35s, securing our future.