The flavoured water market is a busy one. Especially in the US. We needed to launch SanPellegrino Ciao! with a bang. Awareness was key. So we invited two Italian American icons to try and give it away to people in New Jersey. But, for some reason, nobody wanted to accept their gift...
The social series had 8 episodes and received a torrent of positive comments and engagement levels unheard of for SanPellegrino and Nestlé, with 391 days of watch time in just two weeks.
After the series finale, Michael and Steve called upon the Italian American community (that's 17 million people in the US alone!) to drive sales through their own social channels, with special discounts for the influencers.
The series also won the brand's first ever Cannes Lion in the process.
With love, Italy.
EPISODE 1
EPISODE 4
EPISODE 5
EPISODE 7
FINALE
And here are some of the results: