San Pellegrino’s international advertising campaign Live in Italian has made it to the US. Their global branding effort started back in May with the campaign launch in France which was then expanded to over 100 countries, now makes to the American media. A concept by the Italian branch of Ogilvy & Mather and the world famous Magnum photographer Elliott Erwitt, the campaign features a series of documentary-style black and white photographs capturing the renowned sparkling water in several S.Pellegrino-inspired moments.
The purpose behind the US extension of the campaign is to refresh and renew brand awareness for the sparkling water that is viewed by many as a must have in high-end restaurants around the world. It strives to capture consumers’ attention and remind them the ‘Italian intimate essence’ that powers the branding concept of this particular product. The core of the Live in Italian concept are print outlets in 6 major US cities, Chicago, Dallas, Los Angeles, Miami, New York City and San Francisco.
“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.”
Documentary and advertising photographer Elliott Erwitt was an inspired choice for this campaign, as he is no stranger to the Italian spirit or the American culture – he spent his childhood in Milan and has been spending the past half of century photographing Europe and the U.S.
“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 included in the Living in Italian campaign capture several moments of everyday life – Fine Dining, Birthday party, Chef, Couple, Outdoor, Catwalk backstage and Home. The photos will be introduces by Erwitt at the unveiling in New York City on July 14, 2010.
And since Everything-PR is primarily a PR blog, we’d be remiss if we didn’t inform our readers that Ogilvy works in public relations with San Pellegrino.