San Pellegrino faced eroding market share and needed an authentic way for consumers to reconnect with the brand heritage. In a post-pandemic world where people yearned for travel, we went to look who could best embody the authentic Italian way of life: Stanley Tucci.

What felt like a predestined partnership became to recipe for success. In “Perfectly Captured”, we invited consumers to travel to Italy and discover where San Pelligrino originated. We orchestrated a digital-led campaign through the brand heritage. Across multiple social platforms, we tailored content formats, strategically timing with Tucci's CNN show “Searching for Italy” to amplify cultural relevance and satisfy audiences' hunger for Italian living.

The campaign captured the zeitgeist perfectly. Consumers agreed, opening wallets to drive an increase of 11.7% in sales vs. the same period last year. The Guardian even called the collaboration “the most perfect thing you ever heard”.