Sanpellegrino entrusts ATC – All Things Communicate with the multichannel toolkit for the international launch of CIAO!
Modular, customisable below-the-line materials designed to maximise in-store visibility across retail and out-of-home channels.
- Customer journey mapping
- Content creation
- Branding
- Btl
- Pos activation
- Digital activation
- Internal communication
- 3D modeling
- Photo editing
- Omnichannel btl assets
- Digital banners
- Internal communication deck
- Promotional cuvette
To support the international launch of CIAO!, Sanpellegrino’s new line of flavoured sparkling water, ATC – All Things Communicate was engaged to develop a multichannel toolkit tailored to retail and out-of-home environments. The goal was to provide local markets with a modular, customisable set of assets, fully aligned with the new range’s key visual, ensuring consistent global execution while preserving the flexibility needed for local activations.
The challenge, typical of international rollouts, was not “simply” producing materials, but building a system designed to work seamlessly along the path to purchase across different sales contexts. The toolkit needed to support consumers at multiple touchpoints, from the initial visual hook to shelf-level confirmation, through immediate, recognisable communication. In this scenario, the priority was to strengthen CIAO!’s in-store visibility, making the campaign’s key visuals effective even within the constraints of the point of sale.
ATC leveraged its expertise in retail consumer activation, translating the key visual into a suite of scalable, market-ready below-the-line tools. The toolkit includes a range of materials designed to support different stages of the shopper journey across both channels, such as gondola end headers, display units and wobblers, created to work in synergy. Each element was conceived as part of a shared visual language, with a modular structure that enables adaptations and variations without ever compromising consistency.
“Working once again with Sanpellegrino on a project with international scope is a real source of pride for us,” says ATC Communication Director Karim Ayed. “Their renewed trust on projects of this kind confirms the value of our expertise in retail communication and ATC’s strategic role in supporting Nestlé Group brands in developing effective, scalable communication systems worldwide.”
“This project was made possible thanks to a strong relationship and ongoing dialogue between Sanpellegrino’s marketing team and our creative team,” adds Account Director Patrizia Baffa. “Working in synergy, with shared goals and a shared vision, made the process smooth and allowed us to translate the CIAO! concept into a coherent, functional toolkit for different markets.”
ATC – All Things Communicate has also supported Sanpellegrino driving an engagement and unboxing project for the global launch of CIAO!.
To showcase the new product variants to a diverse audience of creators and consumers across multiple international markets, the agency conceptualised and designed a bespoke promotional presentation cuvette. This asset was engineered with a flexible structural template, specifically intended to be effortlessly adapted and translated for various foreign markets, seamlessly aligning with the brand’s broader omni-channel communication platform.
The core creative concept underpinning the execution centres on the product as an authentic “gift from Italy”. Within this narrative framework, the CIAO! variants are positioned as a gift of taste, reinforcing Sanpellegrino’s role as a global ambassador for the Mediterranean lifestyle.
The unboxing experience was meticulously mapped out to guide users on a journey of discovery. The structural design of the box and the educational leaflet inside share the exact visual language of the cans, instantly evoking Sicilian landscapes and beachside atmospheres through an iconic striped pattern that taps into the vintage imagery of sunloungers and parasols on the Italian Riviera.
Transformed into a premium gift package, the presentation box outlines the unique features of each variant in detail, wrapping up the experience with a cohesive, signature closing message: “With love, Italy”.
