Sanpellegrino®, the UK’s number one premium flavoured carbonated drink, is launching it’s new “Take the Time for Taste” media campaign. With a total campaign spend of approximately £2.5m, the new campaign will start this summer with the range’s first ever TV campaign starting on 3rd August for 4 weeks. To coincide with the marketing campaign, Sanpellegrino® Tastefully light is also launching a new premium decorated can.
Building on the brand’s authentic Italian taste and style heritage, the ‘Take the Time for Taste’ campaign emphasises the Italian origins, premium nature and lightness of the Sanpellegrino® Tastefully Light range.
Available in a new fridge pack and single 330ml format, the new cans have been purposefully designed for maximum impact on shelf. The Tastefully Light range includes classic Mediterranean hero flavours, featuring fruits grown and handpicked in Italy; oranges in Aranciata, lemons in Limonata and blood orange in Aranciata Rossa.
The newly designed cans and updated fridgepacks emphasise that the product contains 30% less sugar than other similar sugar sweetened beverages in the UK. With 65% of people agreeing that they are proactively trying to lead a healthy lifestyle, Sanpellegrino® Tastefully Light refresh aims to attract more health-conscious consumers into the flavoured carbonated category by offering a premium and indulgent drinking experience, but with 30% less sugar.
The new design of the Sanpellegrino® Tastefully Light range will target the growing number of shoppers looking to consume premium soft drinks as a replacement for alcohol. With 15% of 18-24-year olds classing themselves as teetotal, the Sanpellegrino® Tastefully Light range is perfect for convenience retailers and wholesalers, who can position the range as an alternative that provides adult soft drink consumers with a beverage that can elevate their social occasions.
Severine Hemms, Shopper Marketing Manager at Nestlé Waters®, said: “As shoppers become increasingly conscious of their health, they are looking for ways to reduce their sugar and alcohol content with healthier soft drink alternatives that won’t compromise on taste. Carbonated drinks are a massive growth area for the category – so there is demand for premium tasty beverages that shoppers can discover and enjoy across multiple occasions. With 30% less sugar than similar sugar sweetened beverages, Sanpellegrino® Tastefully Light is the ideal soft drink for wholesalers and retailers to stock, offering shoppers an alternative option without compromising on taste.
“The launch of our marketing and shopper communication “Take the Time for Taste”, together with the new decorated cans, will make SanPellegrino Tastefully Light the must stock soft drinks brand this summer in the wholesale channel. Whether it’s consumed in a casual moment or as part of a celebration, Sanpellegrino® Tastefully Light is well suited to elevate social occasions this Summer!”
Sanpellegrino® Tastefully Light is now available in major wholesalers, convenience retailers and grocers.
 Litmus, Convenience, MAT 29.12.19
 CGA BrandTrack Oct 2018
 30% less sugar than similar sugar sweetened beverages