Brand Challenge

Increase premium relevance and summer consumption in a highly competitive soft drinks market.

Response

A partnership with Everyman Screen on the Canal, in Kings Cross, for an elevated open-air cinema experience. For 6 weeks San Pellegrino was the exclusive sparkling water served, with Limonata and Pesca & Clementina SKUs served to guests. The campaign was amplified through sampling moments, on-screen AV, newsletters, ROS activity, and a competition offering a summer BBQ prize.

Impact

• Overdelivered by 361% on forecast sales.

• Limonata outsold Coca-Cola and achieved 35% higher sales vs lemonade competitor from previous year.

• Double daily AV exposure following the introduction of an additional screening.