Case Study: San Pellegrino’s Global Marketing Strategies
This is a paper presented by Daniela Bertinetti, a graduate of the Global Digital Marketing and Localization (GDMLC) program. This paper presents the work being produced by students of The Localization Institute’s programs. The contents of this Paper are presented to create discussion in the global marketing industry on this topic; the contents of this paper are not to be considered an adopted standard of any kind. This does not represent the official position of Brand2Global Conference, The Localization Institute, or the author’s organization.
Objective
How does San Pellegrino blend localization, transnational branding, and product standardization to maintain its global premium status? This study examines how the brand leverages cultural associations, emotional targeting, and product adaptation to meet diverse market needs while preserving its Italian heritage in regions like the U.S. and Europe.
San Pellegrino: Brand Identity and Positioning
Founded in 1899 in San Pellegrino Terme, Italy, San Pellegrino is a global leader in the premium sparkling water market. The brand embodies Italian sophistication, blending quality with luxury and lifestyle. Its transnational strategy combines global branding with localized marketing to resonate with diverse consumer bases while preserving cultural authenticity (L’Italo-Americano, 2024).
A cornerstone of San Pellegrino’s identity is integrating Italian cultural heritage into its global strategy. The brand standardizes its association with fine dining and culinary excellence while tailoring messaging to emotionally connect with local audiences, positioning itself as a symbol of togetherness and premium dining.
San Pellegrino’s product range evolves with modern preferences. The 1932 launch of aranciata (sparkling orange) led to iconic soft drinks like limonata (lemon), pompelmo (grapefruit), and chinotto (bitter citrus), combining Mediterranean authenticity with global appeal. Recently, the brand introduced Essenza Sparkling Flavored Water, a zero-calorie range infused with natural fruit flavors like lemon, raspberry, and tangerine, aligning tradition with contemporary health trends while maintaining its premium image (San Pellegrino, n.d.).
Campaign Slogans and Their Messaging
San Pellegrino’s campaigns consistently reflect its core themes of luxury, Italian culture, and conviviality. Emotional targeting lies at the heart of these campaigns, designed to evoke feelings tied to shared dining and Italian sophistication. Each campaign highlights the brand’s ability to balance tradition with modern storytelling:
- “Enhance Your Moments”: Focused on elevating everyday occasions, reinforcing its premium image.
- “The Life Deliziosa”: Highlighted indulgence and Mediterranean sophistication.
- “Live in Italian”: Invited global audiences to embrace the Italian way of life.
- Current Slogan: “What We All Bring to the Table That Counts”: Blends emotional targeting with themes of togetherness and shared experiences. (S.Pellegrino, n.d.).
San Pellegrino uses consistent branding across campaigns and platforms, ensuring recognizability while appealing to aspirational and emotionally driven consumers (8 Ways, n.d.).
1. Localization and Cultural Associations
San Pellegrino has effectively localized its marketing strategies while preserving the standardized elements of its global branding. Through initiatives that integrate Italian heritage with local market trends, the brand ensures cultural resonance and customer loyalty.
A. San Pellegrino Young Chef Academy
A prime example of San Pellegrino’s localization strategy is the Young Chef Academy, a global initiative designed to foster emerging culinary talent.
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- Regional Competitions: By hosting regional heats across Europe, North America, and Asia, San Pellegrino tailors its engagement to highlight local culinary traditions (S.Pellegrino, n.d.).
- Global Finals in Italy: The program culminates in Milan, emphasizing the brand’s Italian roots while maintaining a globally inclusive approach.
B. The World’s 50 Best Restaurants Campaign
San Pellegrino’s collaboration with The World’s 50 Best Restaurants aligns its brand with fine dining globally.
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- This transnational strategy enhances the brand’s visibility in diverse markets while promoting local culinary excellence.
C. Website Localization
San Pellegrino’s websites adapt to local preferences while preserving global branding elements.
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- The French website features Italian recipes, appealing to France’s love for Mediterranean cuisine.
- The U.S. website includes cocktail recipes, aligning with the growing trend of mixology.
D. Digital Campaigns
Digital storytelling strengthens San Pellegrino’s global reach while maintaining local relevance. Campaigns like the Stanley Tucci collaboration use emotional targeting by telling engaging stories about heritage and dining, evoking feelings of nostalgia, pride, and connection to Italian culture (Nestlé USA, 2021).
E. Fine Dining Lovers Blog
In partnership with Acqua Panna, San Pellegrino co-sponsors Fine Dining Lovers, a blog celebrating global gastronomy. This platform reinforces the brand’s transnational image while promoting Italian culinary traditions (Fine Dining Lovers, n.d.).
F. “Destination Dining” Campaign
This 2020 campaign involved swapping dishes between restaurants in New York and Los
Angeles, blending cultural exchange with local marketing. It also supported the Relief Opportunities for All Restaurants (ROAR NY) program, enhancing the brand’s community impact (Marketing Dive, 2020).
2. Hyperlocalization in Action: “Support Restaurants: Together We Can”
San Pellegrino’s “Support Restaurants: Together We Can” campaign highlights hyperlocalization within a global strategy. Launched during COVID-19, it supported local dining communities facing economic disruptions, addressing unique market challenges to strengthen ties with communities and reinforce its global identity (San Pellegrino, n.d.).
Localized Implementation
The campaign provided tailored support to restaurants and chefs worldwide, integrating hyperlocal efforts into a cohesive global framework:
- United States: Partnered with the James Beard Foundation to offer financial grants and mentorship through the Open for Good
- United Kingdom: Collaborated with the National Restaurant Association to deliver economic relief while amplifying local chefs’ stories.
- Italy: Offered direct grants to Italian restaurants, celebrating the brand’s heritage and reinforcing its connection to the nation’s dining culture.
Cultural Storytelling
The campaign’s success relied on cultural storytelling, a core aspect of hyperlocalization. By highlighting unique narratives about chefs, restaurants, and resilience during adversity, San Pellegrino forged emotional bonds with its audience. This approach combined emotional targeting with regional engagement, enhancing the brand’s relevance across markets.
Impact of the Campaign
- Strengthened Community Ties: By supporting local businesses, San Pellegrino built trust and goodwill within culinary communities.
- Global Integration with Local Adaptation: Blended universal themes of resilience and togetherness with regional execution, reinforcing its association with fine dining.
San Pellegrino’s balance of global strategy and hyperlocalized execution underscores its commitment to cultural and culinary values.
3. Product Adaptation Strategies
San Pellegrino employs a strategic balance of standardization and localization to meet diverse market needs.
A. U.S. Market: Flavored Sparkling Waters and Zero-Calorie Options
In the U.S., the brand focuses on flavored sparkling waters like Aranciata and Limonata, catering to health-conscious consumers seeking flavorful yet guilt-free beverages. The introduction of zero-calorie variants further reflects adaptation to local trends (Marketing Strategies Revealed, n.d.).
B. European Market: Classic Offerings
In Europe, San Pellegrino emphasizes its classic sparkling water and staple flavors, aligning with the region’s preference for fine dining and communal dining experiences (L’Italo-Americano, 2024).
C. Sustainability Initiatives
San Pellegrino’s global sustainability efforts include transitioning to recyclable PET bottles and reducing its carbon footprint. This global strategy resonates with environmentally conscious consumers worldwide (Beverage Daily, 2023).
4. Lessons from San Pellegrino’s Strategies
San Pellegrino’s marketing strategies offer valuable insights for maintaining global relevance while preserving authenticity. Key takeaways include:
- The Power of Localization:
San Pellegrino’s ability to adapt campaigns and products for diverse markets ensures cultural resonance while maintaining global consistency.
- Leveraging Culinary Partnerships:
Collaborations with chefs, influencers, and institutions elevate San Pellegrino’s association with premium dining, reinforcing its identity as a brand for sophisticated and aspirational consumers.
- Storytelling as a Core Element:
Emotional targeting lies at the heart of San Pellegrino’s storytelling. Additionally, the brand’s emphasis on digital storytelling—using high-quality visuals and videos to blend Italian heritage with aspirational messaging—ensures cultural relevance in the digital age (8 Ways, n.d.).
- Consistency in Branding Across Platforms:
San Pellegrino’s success lies in its ability to maintain a uniform, luxurious identity while tailoring content for regional markets. By combining global branding elements with localized messaging, the brand ensures recognizability and emotional resonance with diverse audiences (8 Ways, n.d.).
Conclusion
San Pellegrino’s success lies in integrating Italian heritage into a transnational marketing strategy. By balancing product standardization with cultural localization, leveraging emotional targeting, and fostering culinary partnerships, the brand solidifies its position as a global leader in the premium sparkling water market. Its commitment to authenticity, sustainability, and storytelling ensures it resonates with modern consumers worldwide.
References
- Better Retailing. (2023). Treat yourself to a taste of Italy with San Pellegrino campaign. Retrieved from https://www.betterretailing.com/br/product-news/treat-yourself-to-a-taste-of-italy-with-sanpellegrino-campaign/
- Beverage Daily. (2020). Coca-Cola, PepsiCo, Nestlé: How packaging sustainability commitments Retrieved from https://www.beveragedaily.com/Article/2020/03/06/Coca-Cola-PepsiCo-Nestle-How-packaging-sustainability-commitments-compare/
- Campaign Live. (2015). Behind the brand: S.Pellegrino. Retrieved from https://www.campaignlive.com/article/behind-brand-spellegrino/1338601
- Fine Dining Lovers (n.d.). Fine dining trends and insights. Retrieved from https://www.finedininglovers.com
- L’Italo-Americano. (2024). San Pellegrino, the trendiest water in the Retrieved from https://italoamericano.org/san-pellegrino-2/
- Marketing Dive. (2020). S.Pellegrino swaps signature dishes between NY, LA restaurants. Retrieved from https://www.marketingdive.com/news/spellegrino-swaps-signature-dishes-between-ny-la-restaurants/586289/
- Marketing Strategies Revealed. (n.d.). Marketing strategies used by San Pellegrino soft drink. Retrieved from https://marketingstrategiesrevealed.com/marketing-strategies-used-by-san-pellegrino-soft-drink
- Nestlé USA. (2021). S.Pellegrino unveils partnership with Stanley Tucci. Retrieved from https://www.nestleusa.com/media/pressreleases/stanley-tucci-san-pellegrino
- S. Pellegrino. (2018). Enhance Your Moments campaign features new Taste Guide platform. Retrieved from https://www.prnewswire.com/news-releases/spellegrino-2018-enhance-your-moments-campaign-features-new-taste-guide-platform-with-top-us-chefs-300680786.html
- S. Pellegrino. (n.d.). S.Pellegrino Water Manifesto. Retrieved from https://www.sanpellegrino.com/s.pellegrino-water/manifesto
- San Pellegrino. (n.d.). Support restaurants: Together we can. Retrieved from https://www.sanpellegrino.com/s.pellegrino-water/inspired-initiatives/supportrestaurants
- 8 Ways. (n.d.). 3 marketing lessons from San Pellegrino. Retrieved from https://www.8ways.ch/en/digital-news/3-marketing-lessons-san-pellegrino
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