The partnership between Sanpellegrino and ATC - All Things Communicate continues: the brand’s International Business Unit has entrusted ATC with the design of the communication toolkit for retail and Ho.Re.Ca for S.Pellegrino Essenza, the S.Pellegrino range of flavoured waters.
The project started with a double objective: to make product positioning even clearer in the growing international market category of flavoured waters, and to communicate it effectively to the consumer, both in the retail and Ho.Re.Ca. channel, according to their specific characteristics.
These needs were taken into account by ATC, which, leveraging its experience in below-the-line communication, has succeeded in supporting a precise strategy for each of the two channels, adapting message and design to balance them on the individual materials and make them effective on the path to purchase within points of sale, in order to increase brand visibility, encourage trials, and uniquely define the reason to believe for Essenza.
The kit includes a series of solutions that combine references to the brand's Waters area with nods to Mediterranean flavours and the variety of tastes in the range, guiding the consumer through all the touchpoints in the point of sale as well as during the actual Out of Home consumption experience, thanks to a graphic design conceived on the food pairing category driver.
Patrizia Baffa, the Account Director in charge of the project for ATC, has commented: “Our expertise in the retail and out-of-home channels was crucial for the success of this project, as was the collaborative relationship between ATC and S.Pellegrino. The synergy between these factors allowed us to achieve a result that met the expectations of both the client and our internal quality standards as an agency.”
From the consistency and rationality needed for a clear and recognisable communication to the modularity of the assets, which can be developed by the different countries to meet the needs of each market and target audience, ATC has designed a toolkit that allows S.Pellegrino to offer a product linked to the casual dining area, while perfectly maintaining its internationally-recognised Italian and premium appeal.