Bubbling with Brilliance: S.Pellegrino's Festive Growth Formula

Client: S.Pellegrino (Nestlé)

For a brand as established as S.Pellegrino, reversing a generational shift can make or break the future. This is a tough ask when 80% of sales come from over-50s and the sparkling water category is declining 1.8%. Targeting Christmas instead of summer seems ludicrous for a water brand, but we uncovered that younger audiences are both most likely to host Christmas and swap wine for something else. With strategic contextual messaging and SOV stealing, we grew sales in a declining category!