2024-01-31 12:20:00
This year Coca-Cola will be a Partner of the 74th edition of the Sanremo Festival. For the first time, therefore, the company will join the celebrations of the Festival which will liven up the famous city of flowers from 6 to 10 February. Coca-Cola has always had a strong connection with the world of music and its power to unite people and create unique experiences and moments. Values that are perfectly embodied by the Sanremo Festival, the Italian show par excellence, chosen by Coca-Cola to celebrate the profound bond that has united it with Italy since 1927. The event becomes a further opportunity to pay homage to one of the excellences of our country: pizza, an icon of Italian tradition throughout the world and of moments of conviviality and sharing.
Symbol of Italy, beloved by all, pizza brings with it the history, differences and evolutions of our country’s culinary culture. A true ritual, to be interpreted with an infinite variety of ingredients and to be enjoyed in company: a true symbol of sharing, an identifying value for Coca-Cola which has always been about conviviality. What’s more magical than spending an evening enjoying pizza and Coca-Cola? The perfect combination, the iconic combination for an evening in which to meet, to spend with friends or family in the name of fun: a combination that everyone agrees on, also perfect for an evening in front of the TV watching the Festival of Sanremo.
“We are thrilled to be a Partner of the Sanremo Festival for the first time – declared Cristina Camilli, Director of Communications and Institutional Relations Coca-Cola Italia – The Festival represents a special moment of sharing, a value that perfectly reflects the essence of our iconic brand , as well as being an important event for Italians and we are proud to be there to pay homage to an excellence of the country, pizza, accompanying it with our unmistakable taste”.
During the week of the Festival, Casa Coca-Cola will open its doors at the Palafiori in Sanremo: an oasis of fun and conviviality where the brand will offer guests a refreshing moment of break. This space will be one of the beating hearts of Sanremo conviviality, the ideal place to experience moments of sharing and relaxation, where the unique taste of Coca-Cola will combine with that of pizza. During the evenings of the Festival, the spaces of Casa Coca-Cola will be transformed into the evocative stage of the Coca-Cola Sofa. The two presenters of the format, Camilla Boniardi and Alice Venturi, accompanied by some guests – Annie Mazzola, Aurora Ramazzotti, Emanuele Ferrari, Giulia Valentina, Lorenzo Guarnera (Lollobarollo), Rocco Toniolo (Roccotnl), Daddy for Scelta and Stefano Guerrera – will comment on the most emotional moments of the show.
The contents will be available on the social channels of Sanremo Rai, of the talent protagonists of the activity and on those of Coca-Cola, where fans will be able to relive the most iconic and fun moments of the show. The combination of pizza and Coca-Cola will also be the protagonist of the new advertising campaign created specifically to celebrate the company’s first time in Sanremo, which will be on air from 6 February.
But that is not all. Coca-Cola offers its fans the opportunity to experience the magic of the Sanremo 2024 Festival firsthand, by participating in the Coca-Cola Takes You To Sanremo 2024 competition, with two tickets to watch the Sanremo show directly from the seats of the Ariston Theater and experience the emotion of the Festival in an unforgettable evening.
Furthermore, until February 9, 2024, the purchase of Coca-Cola, Fanta and Sprite could reserve surprises, with the possibility of winning one of the 100 Pizza Kits up for grabs. A fantastic opportunity to also bring home the essence of the iconic Pizza and Coca-Cola duo. Finally, Coca-Cola’s presence in Sanremo will also be an opportunity to confirm the company’s path towards an increasingly circular economy and to raise awareness on the topic of recycling.
All the plastic bottles and aluminum cans distributed by Coca-Cola during the Sanremo week will be collected and sent for recycling, respectively by Coripet, the voluntary non-profit consortium recognized by the Ministry of the Environment and by Cial, the national packaging consortium aluminium, which is the spokesperson for the values of the environmental awareness project ‘Every Can Counts’ (in Italy known as ‘Every Can Counts’).
The company’s closeness to Italian excellence is also demonstrated through the presence of Lurisia in Sanremo, with its drinks and waters made with high quality raw materials, carefully selected and processed to enhance the Italian territory to the maximum. A tangible example is Chinotto, prepared with chinotti from the Savona Slow Food Presidium, which give the drink a lively and pleasantly bitter character.
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