As competition in sparkling water continues to heat up, one of the category’s storied labels is looking to Hollywood to help tell its uniquely Italian story.
Nestlé’s San Pellegrino is making a new marketing push by signing actor Stanley Tucci to a multi-year contract as its new ambassador and the star of an ad campaign kicking off this fall.
“S.Pellegrino has long been a staple in my kitchen and at my dinner table, two places where so many treasured moments come to life,” said Tucci in a press release. “I’m thrilled to partner with S.Pellegrino to spread our mutual endearment for all-things Italian.”
The Nestlé-owned brand carries over 100 years of equity and awareness, but according to marketing director Thomas Conquet, enlisting Tucci is part of an effort to emphasize the largely unchanged elements of San Pellegrino’s identity: premium quality, Italian heritage and culinary roots. The new campaign plays off Tucci’s persona as Italy’s unofficial tour guide, as seen on his popular CNN travel show Stanley Tucci: Searching For Italy. Advertising materials showcase the Academy Award-nominated actor’s visit to the brand’s namesake, San Pellegrino Terme, to see the water’s 30-year journey through natural mountain springs.
“Many of our consumers are familiar with our brands, with our products, but at the same time, there are many things that they don’t know much about in terms of our brand and where our water is coming from,” said Conquet. “Because of this passion we have from our Italian heritage, and because we see that Italians know how to savor life and value these moments of togetherness, whether they are big or small. And after these periods where it has been much more difficult to be together, we wanted to celebrate this and that’s where the natural fit with Stanley was evident for us.”
While the brand’s credentials are well established, San Pellegrino’s role within Nestlé’s water portfolio has evolved in recent years; recall that the Swiss company’s sale of its North American spring water business last year was motivated in part to focus on high-performing premium imports, like S. Pellegrino and Perrier. Beyond the core sparkling line, which enjoys a strong presence in both high-end and fast casual foodservice in glass bottles, that means more activity from S. Pellegrino’s flavored lines: zero-calorie Essenza — also part of the campaign starring Tucci — and the slightly sweetened Momenti. With escalating competition from both major corporations (Coke’s AHA and Pepsi’s bubly) and rising independents (such as new flavored sparkling products from Liquid Death), Conquet said the brand is leaning into its premium credentials and more sophisticated takes on flavor, name checking Essenza’s Dark Morello Cherry and Pomegranate SKU as an example. On the bolder side, Essenza also introduced three lightly caffeinated coffee-inspired flavors last year.
On a bigger level, S. Pellegrino’s innovations reflect Nestlé’s close eye on changing consumer trends, and have helped the Swiss company’s non-alcoholic beverages portfolio to offset other underperforming segments within its $65.6 billion food and beverage portfolio, according to Brand Finance’s Food & Drink 2021 report. Meanwhile the company continues to seek out opportunities to grow: Earlier this month, Nestlé Health Science announced its acquisition of nutrition platform brand Orgain for an undisclosed fee. The division’s purchase of hydration tablet brand nuun last May also fits in with its targeted growth strategy, along with the acquisition of protein water maker Vital Proteins the year prior.
“When (consumers) are looking for solutions, they’re looking for things that functionally meet their needs, but also emotionally, and that’s where our brands come in because we offer something that is very elevated and that emotionally it feels like you are treating yourself,” he said. “So it helps consumers to make this switch from sugary drinks to more healthier and elevated beverages.