The US flavoured water market is crowded. To launch SanPellegrino Ciao!, awareness was key. We invited two Italian-American icons to give it away in New Jersey. But, for some reason, nobody accepted it.
The social series had 8 episodes and sparked unprecedented engagement for the brand, generating 391 days of watch time in just two weeks.
After the finale, Michael and Steve rallied the Italian-American community (that's 17 million people!) with exclusive discounts to become distributors and sell SanPellegrino Ciao! on their own individual channels.
The series also earned the brand its first-ever Cannes Lion in the process, as well as its first ever The One Show pencils and Clio's Awards.
With love, Italy.
EPISODE 1
EPISODE 4
EPISODE 5
EPISODE 7
FINALE
And here are some of the results:
