Sanpellegrino Italian Sparkling Drinks is taking to the road this summer to drive consumer sampling.
Under the tagline ‘Treat yourself to a Taste of Italy’, the out-of-home (OOH) campaign will see both static and digital creatives placed in proximity of stores. Consumers will be directed to convenience stores, with a store call out to retail partners, including WHSmith, Sainsbury’s, Tesco, Asda, Waitrose and Morrisons.
In a bid to get 1 million cans in consumer’s 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 summer itinerary for the brand, appearing at various outdoor events.
Michela Tasso, Sanpellegrino UK Brand Lead, said: “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.”
