New campaign accompanies Sanpellegrino can refresh


Sanpellegrino, premium flavoured carbonated drink from Nestlé Waters, has unveiled a new marketing campaign, coinciding with the launch of a new can for its Tastefully Light range.

The ‘Take the Time for Taste’ campaign, with a total spend of approximately £2.5 million, will start this summer as the range’s first ever TV campaign starting on 3 August for 4 weeks.

The campaign emphasises the Italian origins, premium nature and lightness of the Tastefully Light range.

Designed for maximum impact on shelf, the new cans, available in a new fridge pack (6x330ml, RRP: £3.79 ) and single 330ml format (RRP: £0.95), emphasise the health credentials of the brand which contains 30 per cent less sugar than other similar sugar sweetened beverages in the UK.

With more number of people agreeing that they are proactively trying to lead a healthy lifestyle, the refresh aims to attract more health-conscious consumers into the flavoured carbonated category.

The new design also targets the growing number of shoppers looking to consume premium soft drinks as a replacement for alcohol.

Severine Hemms, shopper marketing manager at Nestlé Waters, said: “As shoppers become increasingly conscious of their health, they are looking for ways to reduce their sugar and alcohol content with healthier soft drink alternatives that won’t compromise on taste.

“Carbonated drinks are a massive growth area for the category- so there is demand for premium tasty beverages that shoppers can discover and enjoy across multiple occasions. With 30 per cent less sugar than similar sugar sweetened beverages, Sanpellegrino Tastefully Light is the ideal soft drink for consumers looking for alternatives that offers some novelty without compromising on taste.

“The launch of our marketing and shopper communication “Take the Time for Taste”, together with the new decorated cans, will make SanPellegrino Tastefully Light the must stock soft drinks brand this summer. Whether it’s consumed in a casual moment or as part of a celebration, Sanpellegrino Tastefully Light is well suited to elevate social occasions this Summer!”