San Pellegrino Launches New International Advertising Campaign “Live in Italian” in the U.S.

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San Pellegrino Partners With World Renowned Magnum Photographer Elliott Erwitt To Launch Its New Advertising Campaign

“Our vision for this advertising campaign was simple. We want consumers to relive S.Pellegrino moments - the savoring of food; the enjoyment of friends and family; and the pleasure of sharing,” said Fabio degli Esposti, Sanpellegrino International Busines

S.Pellegrino announces the launch of its new advertising campaign “Live in Italian,” in the United States, as part of a global branding effort. Debuted in France this past May, and appearing in over 100 countries, the campaign was created by Ogilvy & Mather (Italy) and world renowned Magnum photographer, Elliott Erwitt. It includes a series of black and white photographs, shot in Erwitt’s famous documentary-style, that feature the product in various S.Pellegrino-inspired moments.

“Our vision for this advertising campaign was simple. We want consumers to relive S.Pellegrino moments - the savoring of food; the enjoyment of friends and family; and the pleasure of sharing,” said Fabio degli Esposti, Sanpellegrino International Business Unit Director. "In capturing snapshots of life’s celebrated moments, our new campaign maintains the brand’s classic image while continuing to resonate with today’s consumers.”

S.Pellegrino, considered the sparkling mineral water of choice for high-end restaurants everywhere, is already an iconic brand in the U.S. Its advertising roll-out in the U.S. aims to refresh and renew the brand awareness, while getting closer to the consumers and always highlighting the intimate essence of the Italian brand. The campaign will focus on print outlets in Chicago, Dallas, Los Angeles, Miami, New York City and San Francisco.

“American consumers have embraced S.Pellegrino and the sense of Italian living for decades. Whether in Italy or America – it’s important for us to continue to share in life’s celebrated moments,” said degli Esposti.

The man behind the lens for S.Pellegrino, Elliott Erwitt, is internationally recognized for his advertising and documentary images. Erwitt spent his childhood in Milan and has taken photographs for over half a century in both Europe and the U.S. He was invited to join the prestigious Magnum Photos by its founder Robert Capa in 1953 and has been featured across the globe in one man shows at significant public venues including the Museum of Modern Art, New York; Smithsonian Institution, Washington, D.C.; Reina Sofia, Madrid; Metropolitan Museum of Art, New York; and The Barbican, London. His photographs for the advertising campaign were a natural marriage for both S.Pellegrino and Erwitt.

“I was eager to shoot this campaign for S.Pellegrino since the general concept of black and white is based on an idea very close to my own style, which has always been the language of my most important and personal pictures,” Elliott Erwitt stated. “I am lucky I can take pictures that always reflect me, regardless of the reason I take them. It doesn’t happen so often, but in my case, it has been a professional constant.”

The images for S. Pellegrino’s campaign include pictures that capture inspired moments of conviviality in the daily life:

  •     “Fine Dining” photographed at the two Michelin stars Ristorante Cracco in Milan, a high-end restaurant with an enchanting atmosphere for the three different shots:

o    Birthday party: a thoughtful husband gives a hearty welcome to his wife for her surprise birthday party. With his friends and the chef, he celebrates his charming wife around a well-dressed table set with the unmistakable S.Pellegrino water
o    Chef: chefs of the restaurant are sitting at the table together, having dinner before the opening of the restaurant and drinking S.Pellegrino water
o    Couple: a very elegant couple is having a romantic dinner. The man expresses with natural affection and instinctive gesture his love to the woman with the complicity of S.Pellegrino, a sparkling ally

  •     “Outdoor” photographed at Boccadasse in the Ligurian Riviera. One couple and a friend of theirs are talking with a native fisherman – personally chosen by Elliott Erwitt - next to his boat, who arrange a table where all eat seafood and drink S.Pellegrino water
  •     “Catwalk Backstage” photographed at a Salvatore Ferragamo fashion show. The models are relaxing and drinking S.Pellegrino after the fashion show
  •     “Home” photographed in a spacious loft, furnished in a “modern” style. Six friends are making dinner; the women are sitting and the men are cooking. They are enjoying appetizers and S.Pellegrino

Erwitt will introduce these photographs at the unveiling in New York City on July 14, 2010.

About S.Pellegrino
S.Pellegrino, Acqua Panna and Sanpellegrino Sparkling Fruit Beverages are international trademarks of Sanpellegrino S.p.A. which is based in Milan, Italy.

Distributed in over 120 countries through branches and distributors in all five continents, these products represent quality excellence by virtue of their origins and perfectly interpret Italian style worldwide as a synthesis of pleasure, health and well-being.

Founded in 1899, Sanpellegrino S.p.A. is the leading company in the beverage sector in Italy with its range of mineral waters, non-alcoholic aperitifs, drinks and iced teas.

As a major Italian producer of mineral water, it has always been committed to enhancing this primary good for the planet and works responsibly and passionately to ensure that this resource has a secure future.

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Amanda Schuneman

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