Sanpellegrino Italian sparkling drinks drives consumer trial this summer via widespread OOH campaign, digital campaign and sampling

This summer, Sanpellegrino Italian Sparkling Drinks is taking to the road. 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. Consumers will be then directed to convenience stores and with a store call out to key retail partners including WHSmith, Sainsburys, Tesco, ASDA, Waitrose and Morrisons.

In a bid to get 1 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 will be official soft drink sponsor at Taste of London, Regent’s Park on 17th and 18th June, where the Sanpellegrino Piazza Bar will offer a range of flavours to Taste visitors and a cocktail masterclass where visitors can learn to ‘mix like an Italian’.

The brand will also activate a pop-up Sanpellegrino Piazza Bar on the Southbank on 8th 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.

Michela Tasso, Sanpellegrino UK Brand Lead says: “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. 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 Sanpellegrino Tastefully Light sparkling fruit range includes six flavours: Limonata (lemon), Aranciata (orange), Aranciata Rossa (blood orange), Melograno & Arancia (pomegranate & orange), Limone & Menta (lemon & mint) and Pompelmo (grapefruit). Each can includes at least 16% 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.

The range provides customers with the superior taste Sanpellegrino is renowned for, thanks to the provenance of its ingredients and Italian flair. Since 1932, Sanpellegrino has crafted Italian sparkling drinks with selected and refined ingredients, masterfully mixed by Italians to create authentic, refreshing premium drinks with a distinctive citrus flavour.

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

For more information, please visit the Sanpellegrino website and Instagram.