Brand Challenge

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

Response

A partnership with Everyman Screen on the Canal for a premium open-air cinema experience. For 6 weeks San Pellegrino was the exclusive sparkling water served, with Limonata and Pesca & Clementina SKUs served to guests on the menu. The campaign was amplified through sampling moments, plus on-screen, newsletters, ROS activity, and a competition hub 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.