BYU Advertising Class Campaign: San Pellegrino

The Drink of Conversation Campaign:

In this campaign, San Pellegrino Sparkling Soft drinks become the highlight of romantic, intellectual, creative and clever conversations. Just one taste of San Pellegrino will fling friends into insightful discussions that will inspire creativity. The campaign is centered around inviting all kinds of people to come and be a part of the cafe society through having stimulating conversations. As well, each individual advertisement displays a fresh natural flavor, enticing consumers to taste the freshness that is San Pellegrino.

San Pellegrino Sparkling Fruit Beverages will become a go-to-drink for all Cafe goers who want to chat with their friends. This carbonated drink infused with a melody of fruity flavors will attract the tastebuds of the dreamers and creatives of the world. San Pellegrino has been created for the classiest of the classy as well as the visionary wannabe. The clean classy taste of San Pellegrino will always be a perfect addition for any conversation. Drinking San Pellegrino will inspire you to say something amazing!

Tone and Manner: The tone and manner of every advertisement in this campaign is focused on natural and fresh conversation. Bright fruity colors displayed in the background invoke a “chilled-out”, relaxed feel, inviting The Cafes to unwind themselves, pull up a chair and chat for a while. Our advertisements will show good friends having a great time together at Bistros and Cafes dotted throughout rural areas.

History of San Pellegrino

The creation of San Pellegrino started with an iconic drink found in Italy called Aranciata. Understanding that Aranciata was a tradition for all Italians in 1924, Ezio Granelli, owner of San Pellegrino at that time, imposed a new idea to create a special brand of Aranciata. In 1932, Granelli unveiled San Pellegrino Aranciata at the Fiera Campionarai in Milan. The drink was a huge success in Italy and later throughout the entire world. San Pellegrino Sparkling Fruit Beverage has offered people around the world the opportunity to "Live in Italia." The natural and fresh fruit flavors of San Pellegrino Sparkling Beverage have been a huge part of the success of San Pellegrino. Unlike other fruit drinks or sodas, San Pellegrino gives a fresh taste of nature through revitalizing citrus flavors, creating a sparkling new view of how soda should be tasted and experienced.

Brand Analysis

San Pellegrino made its debut in grocery and drug stores around 1997. Considered to be a classy drink outside of Italy, San Pellegrino Sparkling Fruit Beverages has created a standard of drinking that you will want to experience. From the natural carbonation from fresh water springs, to the intrinsic fruit flavors displayed in each individual soda can, San Pellegrino gives you a fresh, crisp taste of Italy. The goal of San Pellegrino is to give you an opportunity to experience the culture of Italy without leaving your own country. The famous red star coupled with a tug on the iconic foil cap on top the the soda are significant features that sets this brand apart from all other drinks.

Consumer Insights

The Cafes want to be new and interesting. They are always looking to push the boundaries of creativity. Their main goal in life is to be successful, have a fabulous career, and live life to the fullest. Innovation and enlightenment are huge factors of their lives and they find themselves day dreaming about their ideas during math class. The Cafes are chatter boxes! They love to go to cafes just for the purpose of having delightful, simulating conversations with their peers. They know all the social buzz about everything and are fanatics for celebrities because they want to be like them. Since the age of 13 they have been planning a backpacking trip to Europe because they love to experience new cultures and get new ideas for their creative minds. They are constantly with friends or are making new friends so they can share the latest ideas they have had.

Brand Insights

San Pellegrino Sparkling Fruit Beverages has a unique and tangy taste that beacons to the adventurous mind to give it a try. The sweet, fresh taste of natural fruit coupled with a light carbonation is the perfect combination of tastes that appeal to all health food lovers. San Pellegrino’s timeless style and sleek design of each individual soda can cause the consumer to feel expensive, successful and important. San Pellegrino will freshen up any party, brightening up the conversation while making The Cafes the life of the party.

Key Motivators: Our Target Market is motivated by any product that will make them look better in the eyes of their peers. They are driven by creativity, excitement a longing for success and a new adventure! They love to have their friends around them because their friends inspire them to work harder and help them to fuel their creative prowess. Their biggest aspiration in life is to make a difference in the world and they will stop at nothing until they reach that goal.