SANPELLEGRINO
Premium café Activation
Take the time to savour life
A step by step activation to make consumers understand the quality of Sanpellegrino to the fullest. The activation materials have been developed to follow consumers along their journey within the POS, from outside the POS (entrance) to the checkout, including a special concept to be used for events.
Challenge
Given the ATL campaign concept, we were asked to activate the Coffee Chains channel, that comes with a lot of potential, but also limitations: premiumness, elegance, discreet communication materials to populate a refined scenario, while conveying the brand values and the activation idea.
Strategic concept
During their stay inside the Premium Café, where dwell time is extended, consumers are invited to spend quality time enjoying the best that each day can offer, from morning till evening, and savour life the Italian way through the unmistakable taste of Sanpellegrino drinks. Thus, Sanpellegrino takes the Italian enjoyment for life - usually experienced outdoor on the Italian "Piazza" - inside the Coffee Shop, to offer consumers a truly qualitative esperience: a tasteful time out to savour life!
take the time
to savour life
fully immersive break experience
To activate the channel, different informative and engaging materials were developed. Given the amount of time spent inside the Coffee Shops, we created a fully immersive break experience: the idea was to educate consumers about the importance of savouring the quality of both products and moments at the shop.
the chiosco
Where do Italians meet outdoor to enjoy the taste of life? The "Piazza" is one of the most iconic places where people in Italy meet. Almost every Piazza, especially in the south of Italy, has its own Chiosco, the perfect place to have a refreshing drink during hot summers. Sanpellegrino re-creates this unmistakable Italian scenario inside the Coffee Shop, with branded corners and special events.
