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.
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.