Launching Sanpellegrino CIAO: Embracing Italian Nostalgia in Sparkling Water
To establish a foothold for its new sparkling water, Sanpellegrino CIAO!, in the competitive U.S. market, Nestlé Waters leaned heavily into a slice of Americana—the beloved television series The Sopranos. This strategic choice is championed by Elisa Gregori, the global Chief Marketing Officer (CMO) of Nestlé Waters and Premium Beverages, who believes that tapping into cultural icons creates a strong connection with consumers.
A Nostalgic Campaign
The campaign prominently features Sopranos stars Michael Imperioli (Christopher Moltisanti) and Steve Schirripa (Bobby Baccalieri). It entwines the craftsmanship behind the beverage with the charm of Italian heritage, showcased through scenes of harvested citrus from Sicily. This messaging resonates with consumers looking for authenticity in products. The partnership with advertising agency Ogilvy resulted in an ad that not only captured the essence of the product but also earned accolades, including a Bronze Lion at Cannes for Film Craft, underlining the effective storytelling woven throughout the commercial.
The TikTok Dilemma
While the campaign has robust backing through traditional mediums, Gregori expressed uncertainty over the brand’s potential on platforms like TikTok. Despite its rising popularity, the prospect of a potential ban in the U.S. leaves marketers in a hesitating position. TikTok requires a unique type of engaging content that the team is currently grappling with, forcing them to remain cautious in their investment in short-form content creation. As Gregori candidly put it, the landscape remains unpredictable, prompting them to closely monitor developments before diving into the platform.
Human Touch Over AI
Amid discussions about the burgeoning use of Artificial Intelligence (AI) in marketing, Gregori asserted that for this particular campaign, the creativity involved remained deeply human-centric. While recognizing the prowess of AI in streamlining processes across their 100 global markets, she emphasized the importance of the organic human connection that came from working alongside Sopranos cast members. Their improvisational flair added an irreplaceable spontaneity to the campaign, essential for crafting engaging, memorable advertising.
Standing Out in a Crowded Market
“We all know launching new products is tougher than ever,” remarked Luis Miguel Messianu, co-founder and Chief Creative Officer of MEL. With unstable markets, supply chain complications, and rapidly shifting consumer expectations, brands face immense pressure to differentiate themselves. This climate necessitates that companies like Nestlé Waters cherish light-hearted messaging, aiming to offer consumers a sip of sunlight and humor amid the societal stresses.
Strategic Media Spend
Navigating through a tumultuous market with increased competition, Nestlé’s campaign was meticulous in its media strategy. Initiated in April, the promotion encompassed a variety of channels including Amazon Prime, social media platforms like Meta, and prominent billboard placements across urban landscapes, designed to elevate brand awareness as harvest season approached. While specific figures for spending weren’t disclosed, Gregori mentioned that their financial strategies evolved alongside the product’s production cycle, allowing the brand to remain agile in an unpredictable environment.
Understanding Consumer Behavior
As consumers face an ever-expanding array of choices in the beverage aisle, Todd Sommers, President of ad agency O.H. Partners, underscored the difficulties brands encounter in gaining consumer attention. He highlighted the role of innovations, such as collaborations and new out-of-home formats, which could enhance engagement. Additionally, the surge in self-checkout and at-home delivery services has altered shopping behaviors, presenting challenges to product discovery that brands must navigate creatively.
By embracing cultural narratives, responding to technological trends, and investing in thoughtful outreach, Nestlé Waters is not just launching a beverage but is weaving a rich tapestry of brand engagement, one sparkling sip at a time.