brief
This project aimed to develop a campaign that not only promoted San Pellegrino’s sparkling water but also expanded its target audience. Through in-depth research, my team and I found that the brand’s core values—centered around tradition, quality, and authenticity—had the potential to resonate with a broader demographic. While the product is often associated with fine dining, we saw an opportunity to reposition it by anchoring the brand in universally relatable, enduring experiences rather than fleeting trends. The concept sought to shift San Pellegrino away from its traditionally exclusive image by infusing the campaign with humor and a sense of nostalgia. This creative direction led to a new brand positioning that embraced its playful side and invited a more diverse audience.
solution
Inspired by San Pellegrino’s philosophy of “tasteful living,” we developed the tagline Tastefully Italian. This line paired the product with imagery rooted in Italian culture while playfully poking fun at the brand’s more rigid, traditional associations. By subtly revealing scenes that might be considered less refined, the campaign used irony and wit to make the brand more approachable and memorable. The result was a humor-driven campaign designed to expand the brand's appeal, increase awareness, and boost sales. This project gave me valuable insight into the strategic thinking behind successful advertising—from understanding brand touchpoints to connecting meaningfully with target audiences. It showed me that impactful campaigns are built on deep research, creative insight, and a willingness to challenge the status quo.
team members:
Simona Babikyan & Jessica Ellen Dearman
