Nestlé Waters Taps ‘The Sopranos’ for Sanpellegrino CIAO! Sparkling Water Launch
Nestlé Waters is betting on nostalgia and a distinctly Italian-American connection to introduce its new sparkling water, Sanpellegrino CIAO!, to the U.S. market, leveraging the enduring popularity of HBO’s The Sopranos in a campaign that has already generated over 2 billion impressions.
A Nostalgic Appeal
The beverage company turned to the iconic television series, recognizing what one company executive described as America’s “love affair” with Italy. The campaign features Michael Imperioli and Steve Schirripa, who played Christopher Moltisanti and Bobby Bacala respectively, highlighting the “craft” behind Sanpellegrino CIAO!, which is made with citrus harvested in Sicily. The advertisement, a collaboration with Ogilvy, received a Bronze Lion at Cannes for Film Craft (Script) and was shortlisted for Film (Microfilm) this year.
“Launching a new product is tougher than ever,” noted a creative agency executive. “Companies are facing volatile markets, supply chain headaches, fast-changing technology, and rising expectations from consumers who want brands to stand for something real and honest.”
Navigating TikTok Uncertainty
Despite the campaign’s early success, Nestlé Waters is proceeding cautiously with TikTok, a platform crucial for reaching younger demographics. The company is hesitant to invest heavily in content creation for the short-form video platform due to the ongoing debate surrounding a potential U.S. ban.
“We are not actively building this content creation up because of the uncertainty on what is going to be the future,” a senior official stated. The team is monitoring the situation, particularly reports of TikTok developing a standalone U.S. app, before committing significant resources. “We’re trying to understand if the race is on or not.”
The Human Touch in an Age of AI
While acknowledging the increasing importance of artificial intelligence (AI) in marketing efficiency, Nestlé Waters prioritized a “human touch” in the creative process for this campaign. The company deliberately avoided using AI to generate core advertising elements, valuing the spontaneous contributions of Imperioli and Schirripa.
“When it comes to pure advertising and craft, we still wanted to have a lot of human touch,” the executive explained. “Those guys were incredibly fun and there was nothing we could have anticipated with the machine [learning] because it was part of their creative process of being there and playing with these characters. It was like their playground.”
A Lighthearted Approach to a Complex Market
Recognizing the current geopolitical climate and economic anxieties, Nestlé Waters aims to offer consumers a moment of levity with its campaign. “We recognize that the situation can be quite heavy at the moment for some of the U.S.,” the executive said. “This is about bringing some light-hearted messaging, bringing you the sun. We’re bringing you the Italian air. A moment of humor.”
The U.S. campaign, launched in April, has already generated over 1.2 billion earned media impressions across 74 placements and over 840 million digital impressions. Nestlé Waters is utilizing a multi-channel approach, including Amazon Prime, Meta, and billboards in New York City, timed to coincide with the citrus harvest season. While specific spending details remain undisclosed, the company confirmed that investments are aligned with the product’s production cycle.
Retail media spend currently accounts for more than one-third of the brand’s overall budget during harvest season. Sanpellegrino CIAO! has been available on U.S. shelves since February.
Industry observers suggest that strategies like brand collaborations, innovative out-of-home (OOH) advertising, and loyalty programs will be essential for capturing consumer attention in an increasingly crowded beverage market. “With the increasing adoption of self-checkout and at-home delivery services, product discovery is even more challenging,” one agency president noted. “Brands and retailers need to explore new ways to engage consumers and provide value.”
Ultimately, Nestlé Waters’ gamble on nostalgia and celebrity appeal appears to be paying off, offering a promising start for Sanpellegrino CIAO! in the competitive U.S. beverage landscape.
