Drinks brand Sanpellegrino is highlighting its unique identity by encouraging customers to embrace a joyful and spontaneous Italian way of life in a new integrated campaign.
The Nestlé-owned brand’s campaign will aim to inspire consumers to “savour every moment” and “discover the unexpected delight in the everyday with friends.”
Centred around a 30-second clip filmed in southern Italy and directed by Pedro Pinto, the creative will position Sanpellegrino as the “ideal companion for a life filled with passion and zest”.
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Alun Dabner, Sanpellegrino senior brand manager at Nestlé Waters and Premium Beverages UK, said: “We’re excited to bring the “Life is Juicier” campaign to the UK and I’m looking forward to seeing how our fans react.
“It’s an invitation to rediscover the simple pleasure of life, to embrace spontaneity, and connect with others in a playful and authentic way.”
The work will look to resonate with Sanpellegrino’s existing audience while also appealing to new, younger consumers. It follows on from the recent launch of its Zero Added Sugar range and will run across video-on-demand, out-of-home and social media.
