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the creativity of ATC for international point of sale materials of Sanpellegrino ISD

Sanpellegrino and ATC – All Things Communicate together for the new Italian Sparkling Drinks international omnichannel toolkit

For the first time, the deck with BTL materials covers the retail, out-of-home and ecommerce channels.

speciality
  • Customer journey mapping
  • Content creation
  • Branding
  • Btl
  • Pos activation
  • Digital activation
  • Internal communication
  • 3D modeling
  • Photo editing
deliverable
  • Omnichannel btl assets
  • Digital banners
  • Internal communication deck

Our collaboration with Sanpellegrino strengthens with a strategic project for the international marketing of the Italian brand, famous worldwide. ATC – All Things Communicate has developed the new global omnichannel toolkit designated to Italian Sparkling Drinks, Sanpellegrino’s line of sparkling beverages. Compared to previous efforts, this deck has been designed on a much broader scale, addressing the communication needs of retail, out-of-home and ecommerce channels.

The toolkit, developed in alignment with the new visual identity of Italian Sparkling Drinks, is a comprehensive and versatile system of communication materials. Each asset is designed not only to be effective for its specific channel of use, but also in the path to purchase context, with tailored layouts and call-to-actions that have been carefully crafted for each stage of the consumer’s purchasing process, with the aim of maximizing both the visual and functional impact of every material and adapting it to its precise purpose.

A key strength of this project lies in its wide scope: the toolkit encompasses all subranges of Italian Sparkling Drinks, from the core lineup to zero-calorie options, while also including tools for launching new flavors. This approach provides individual markets with specific, customizable materials capable of addressing local requirements while maintaining global brand consistency.

One of the most significant innovations is the range of CTAs offered to different markets. For each subrange, particular entry points have been identified, taking into account strategic priorities and the unique characteristics of each product and each local context. This approach ensures greater flexibility and relevance in messaging, allowing it to dynamically adapt to the needs of each country.

From a design perspective, the toolkit’s modular structure provides maximum effectiveness whether a full range of materials is employed across all moments of the consumer journey or a more streamlined selection of below-the-line assets is used. To complement the project, ATC has also designed in-store theatrical displays, transforming brand communication into an immersive consumer experience.

“The strong point of this work lies in its ability to combine personality and functionality at every touchpoint, while maintaining an extreme visual and conceptual coherence,” comments Patrizia Baffa, Account Director at ATC and coordinator of the project. “Every material is instantly recognizable as part of the brand, and the toolkit allows for the seamless integration of multiple subranges into a unified proposition, reinforcing the presence of Sanpellegrino Italian Sparkling Drinks on the point of sale. The agency’s deep understanding of the client, coupled with our extensive expertise in BTL, has enabled us not only to create a highly valuable operational tool but also to demonstrate how a strategic partnership can deliver tangible, lasting results for a global brand like Sanpellegrino”.