Sanpellegrino Fruit Beverages.

Creating the ultimate festival experience

Objective: Create positive talkability around a contentious product change.

The sugar tax meant a change in recipe for Sanpellegrino Sparkling Fruit Beverages, so an education and awareness job was required to show how it was still relevant to its loyal following.


Time-poor audience unlikely to directly engage with brands during their day to day lives, so targeting them in an environment where they have time to dwell was key.

Stirring emotion:

Associate the brand with moments of joy to show why the reformulated product was no longer a treat they needed to feel too guilty about.


Creation of an engaging consumer experience at Wilderness – a natural setting for the brand and one frequented by its target audience. Further buzz and product education driven via hosting digital influencers, competition placement, supporting festival marketing and on-site sampling.



Cans of SFBs enjoyed over the festival, combined with a further 40K bottles of S.Pellegrino.



Target consumers reached via 48 pieces of content created by digital influencers.



Backlash received by direct target audience around the product change.