Food & Beverage
San Pellegrino — Live in Italian, and What the Campaign Looks Like in 2026
In 2010, S.Pellegrino brought its global Live in Italian campaign to the U.S. — Ogilvy concept, Elliott Erwitt photography, six-city print buy. Re-read in 2026: the textbook premium-beverage brand-defense campaign, and a lesson in what the same brief now requires inside the AI engines.