Sanpellegrino CIAO!

Problem: How do you launch a new flavored sparkling water from Italy into a brutally competitive category where 9 out of 10 new launches fail?

Insight: Americans love Italy's warmth and generosity, but they're deeply guarded and suspicious themselves.
We would position CIAO! as the best of Italy in a can: a genuine gift from a warm culture to a wary American audience.

Idea: We created "With Love, Italy," a serialized social comedy starring The Sopranos' Michael Imperiroli and Steve Schirripa, as they earnestly tried to deliver CIAO! to hilariously suspicious Americans. This culturally breakthrough, entertainment-led approach drove overnight fame and record-breaking engagement, bringing in more than twice as many households as projected, smashing sales targets, and making CIAO! the category’s #1 launch of the year.

FULL LENGTH FILM (ALL EPISODES):

SOCIAL EPISODES:

PRESS:

People • Us Weekly • Marketing Dive • Muse by Clios • Adweek • And many more

Agency: Ogilvy