Saving us from our soda sins
Widely known for its centuries-old sparkling water beverages, San Pellegrino is looking to boost its sparkling fruit beverages. Luckily consumers are ditching traditional sugary sodas and replacing them with healthier alternatives.
How can San Pellegrino sparkling fruit beverages take advantage of their healthful perception during this anti-soda trend?
the Ask:
Develop a creative campaign for San Pellegrino Sparkling fruit beverages.
Situation:
The sparkling water and “healthier choices” boom has taken over the beverage industry – sales of soft drinks have been steadily declining over the last 8 years and the trend is continuing. The beverage industry has taken notice and dozens of new low-calorie carbonated beverages are hitting the shelves.
83% of consumers are prioritizing nutritional benefits when they select their beverages.
Soda consumption has fallen to a 30-year low.
Causing segments like bottled water & sparkling beverages to explode.
Yeah, like this one.
lacroix's profits jumped 71% in 2016 alone.
But it's created a point of tension with the consumer: They're feeling judged for their beverage choices.
AN EPIDEMIC OF SODA SHAME HAS SWEPT OVER THE COUNTRY.
As Americans cut back their sugar consumption, the pressure builds to stop drinking soft drinks. It feels like it's no longer okay to indulge.
Opportunity:
San Pellegrino Sparkling Fruit Beverages don't easily fall into a specific beverage category. The average consumer considers them to be neither a soda nor a juice, but something more health-focused, even though these beverages are closely related to soda.
The health-focused association of San Pellegrino Sparkling fruit beverages gives it an advantage over other soda options.
This healthy association is reinforced through the product's distribution with San Pellegrino displayed in the grab-and-go sections at health-focused cafes, markets, and restaurants. It also stems from the health-focused products frequently stocked near or recommended with the beverages.
San Pellegrino curbs our surgary cravings, yet nobody realizes It’s as indulgent as a soda. We're able to sneak soda into our diet while leaving the shame behind.
Strategy:
Reinforce that San Pellegrino is the soda that doesn’t make you feel judged.
Concept:
Sip without Sin
Team:
Summary:
Situation:
The “healthier choices” boom has taken over the beverage industry – decreasing sales of soft drinks and exploding the bottled water & sparkling beverage categories.
POINT OF TENSION:
CONSUMErs FEEL JUDGED FOR THEIR BEVERAGE CHOICES.
Opportunity:
nobody realizes San Pellegrino is as indulgent as a soda. We're able to sneak soda into our diet while leaving the shame behind.
Strategy:
Reinforce that san pellegrino is the soda that doesn’t make you feel judged.
Concept:
Sip without sin.