Presentazione minimal

Sarti Rosa

#ThinkPink

Social Dynamics Would you try it with a same-sex group? Males: 40% yes Females: 80% yes Would you try it with a mixed-sex group? Males: 50% yes Females: 80% yes Would you try it with your crush? Males: 20% yes Females: 30% yes

Initial Interest Would you like to try Sarti Spritz (based on a photo)?Males: 40% yes Females: 80% yes Ideal Drinking Moments Best moment to drink Sarti Rosa? 85% Aperitif 10% Social event 5% Après ski, other Suggested Occasions for Sarti Spritz Common responses: Concerts, après ski, beach bar evenings.

Gathering Data to Strengthen Brand Affinity

Understanding Our Audience

To ensure stronger brand affinity, we conducted a market research study with 50 participants aged 18 to 28, a demographic with similar spending power (students and young workers). The research focused on gauging interest, identifying ideal drinking occasions, and exploring social dynamics around Sarti Spritz.

The Impact of Tasting Sarti Spritz

From Perception to Reality

Our initial market research revealed mixed opinions about Sarti Spritz, primarily due to its pink color. However, after a free sample from the bottle we recived, the feedback shifted dramatically. Nearly all respondents reported they would drink it again, emphasizing its excellent taste and refreshing quality. This highlights the importance of product sampling in overcoming preconceived biases. To capitalize on this insight, we propose a shotgun campaign, distributing free samples in the biggest cities to reach as many people as possible. Additionally, we plan to launch the product in locations most suggested by participants—those that align with the summer and beach vibes evoked by the product, with some exceptions for winter ski destinations. By focusing on a summer launch, we leverage the increase in events, social gatherings, and the strong seasonal perception of Sarti Spritz, maximizing its impact and appeal.

Brand affinity territory

Building Brand Presence Across Italy’s Social Scenes

Strategic Brand Territory

Our brand territory strategy focuses on Italy’s most vibrant social scenes to embody the “young, free, live, enjoy” vibe. We’re establishing a strong presence in bustling urban centers and popular summer destinations, aligning with the places where young adults gather to experience trendy, social moments. In winter, we expand to high-energy mountain resorts, positioning the brand as a go-to choice for stylish, cozy gatherings. This approach connects us to Italy’s dynamic social culture, making the brand a part of unforgettable experiences in every season. As said our data highlights a notable bias regarding the pink color of the drink. However, after providing a sample of Sarti Spritz to survey respondents, many showed strong appreciation for the product itself, changing their initial perceptions. This insight guided our brand territory strategy to prioritize key locations where we can reach large audiences, allowing them to experience Sarti Spritz firsthand. Instead of focusing on building continuity, our approach emphasizes maximizing exposure and direct engagement, ensuring the product’s appeal resonates widely during the launch phase.

Taking Over Italy’s Urban Social Scene

Cities

Milan – As Italy’s fashion and nightlife capital, Milan is ideal for reaching style-conscious urbanites. It positions the brand within a vibrant, trendsetting hub. Rome – With a mix of locals and tourists, Rome’s lively social scene makes it perfect for establishing a broad appeal. Areas like Trastevere and Piazza Navona offer high visibility in stylish, social settings. Naples – Known for its spirited social culture, Naples offers a unique southern vibe. Launching here would connect the brand with a diverse, passionate audience in both local bars and beach spots nearby.

Owning the Beachfront Experience

Sun-Kissed Vibes

Jesolo – This beach town is hugely popular among young Italians, especially in the summer. Establishing the brand here reinforces the connection with beachside relaxation and social gatherings. Riccione – A vibrant hub for young people, Riccione’s dynamic beach parties and lively nightlife make it an ideal summer destination for Sarti Spritz. It perfectly captures the carefree, social vibe the brand embodies. Gallipoli – Known as the “Ibiza of Italy,” Gallipoli’s summer scene is trendy and energetic, drawing a younger crowd who loves nightlife and socializing by the sea.

Cozy Up with Winter Vibes

Après-Ski Chic

San Martino di Castrozza - San Martino di Castrozza is renowned for its incredible parties and vibrant après-ski culture, attracting young people looking for excitement. Events like Snow Music Week, highlight its dynamic and inclusive vibe. Madonna di Campiglio – This stylish alpine town is a favorite among young Italians and international visitors alike. Madonna di Campiglio’s vibrant après-ski scene and luxury appeal offer the perfect setting to introduce the brand in a cozy, social atmosphere.

Building Brand Presence Across Italy’s Social Scenes

Strategic Brand Territory

Our brand territory focuses on locations that embody the youthful, chic, and social essence of Sarti Spritz. Milan, Rome, and Naples were chosen for their vibrant urban energy, offering access to diverse, trend-conscious crowds perfect for stylish gatherings. Jesolo, Riccione, and Gallipoli add the carefree dynamism of summer hotspots, where young people embrace beachside nightlife. For winter, San Martino di Castrozza and Madonna di Campiglio provide vibrant après-ski scenes. These destinations connect through their appeal to our target audience, uniting urban sophistication and seasonal excitement in shared social lifestyles.

Activation Platform

Why Summer?

Seasonal Launch Timing

Launching in late spring and summer aligns perfectly with Italy’s peak social season, a time when tormentoni (musical hits) dominate, and people are more inclined to go out, explore, and try new experiences. Studies show that during summer, the number of social events such as concerts, festivals, and parties increases significantly, with a 35% rise in large-scale gatherings compared to other seasons. Popular locations become hotspots for meeting friends and embracing the target vibe, making this the ideal moment for Sarti Spritz’s debut. By launching during this period, the brand can integrate seamlessly into these social experiences, becoming a symbol of connection, celebration, and unforgettable memories.

Beach and Après-Ski Kiosks Concept: Branded Sarti Spritz kiosks will be set up at popular summer beach destinations and winter ski resorts. These kiosks will provide a relaxed yet vibrant space where people can enjoy Sarti Spritz in the heart of the action. Whether it’s the sunny, carefree vibe of the beach or the cozy, celebratory atmosphere of après-ski, the kiosks will offer signature cocktails and create a lasting impression.

City Chic Bar Aperitif Concept: Partner with trendy city bars to host Sarti Spritz-themed aperitifs, especially on Saturday afternoons, when people are socializing the most. These events will feature a curated Sarti Spritz menu, chic decor, and branded elements like exclusive glassware and Instagrammable photo spots. This creates a stylish urban experience that cements Sarti Spritz as the drink of choice for sophisticated gatherings.

Event Strategy

Experiencing the “Live Pink”

Concerts: Pre-Show Sarti Spritz Kiosks Concept: Set up branded kiosks at concert venues, offering attendees the chance to enjoy Sarti Spritz before the show begins. These kiosks will turn the pre-show wait into an engaging social moment, creating buzz around the brand while introducing Sarti Spritz to a music-loving audience.

Festivals and Events: Sarti Spritz Lounges Concept: At major festivals and events, create a dedicated Sarti Spritz lounge or activation spot. These areas will include interactive photo locations, comfortable seating, and exclusive drink offerings to immerse attendees in the brand’s “Live Pink” vibe. These lounges will position Sarti Spritz as the ultimate companion for vibrant social celebrations.

Targeted Influencers

Influencer & Celebrity

Targeted Influencers: We plan to partner with Anna Pepe, Alice De Bortoli, Mattia Stanga, and Riccardo Dose, whose combined Instagram followings exceed 10 million, representing a balanced mix of young men and women. Their audiences are predominantly aged 18-30, aligning perfectly with our target demographic. These influencers have an average engagement rate of 5-8%, well above Instagram's average of 1.5-3%, ensuring strong visibility and interaction with their content. Their diverse, high-engagement audiences make them ideal ambassadors to introduce Sarti Spritz, creating appeal across genders, interests, and key social groups.

User generated marketing

#LivePink Challenge

Campaign Concept: Launch the #LivePink challenge on Instagram, inviting users to share moments that capture the essence of Sarti Spritz. Instagram boasts over 32 million active users in Italy, with 72% of them aged 18-34, making it the perfect platform to target our demographic. This campaign encourages organic engagement and builds a community around the brand’s vibe. Flair Influencers like Giorgio Facchinetti, will amplify the campaign lunching the social challenge, leveraging their combined reach and Instagram’s average engagement rate of 4%. Such campaigns have been shown to boost brand visibility by up to 30% and drive significant user-generated content, positioning Sarti Spritz as a key part of memorable social experiences.

Emily in Paris Netflix

Elite Netflix

Social Media Activation

Streaming Platform

To reach a broader, socially-minded audience, we propose ad partnerships with Netflix, where millennials and Gen Z make up over 50% of the viewership. By placing the brand in social-focused series or films like Elite, Emily in Paris, Outer Banks, and Temptation Island, Sarti Spritz becomes the drink of choice for moments of friendship, freedom, and style.

Social Celebration Icon

Positioning the Brand as the Essential Drink for Italy’s Most Vibrant Festivities

Amplify Brand Presence

La Notte Rosa & Giro d’Italia

Concept: If we become an official sponsor of La Notte Rosa, Italy’s renowned “Pink Night” celebration, we gain access to a wide, diverse audience as the event draws visitors of all ages. This celebration takes place along the Adriatic coast, with each race city hosting a major party the night before Giro d’Italia stages begin. The night before the race, the host city bursts with excitement as it hosts a lively party and a vibrant "parade" that draws a large crowd, especially young attendees. This festive atmosphere offers the perfect backdrop for setting up lounges and kiosks along the parade route, creating spaces where visitors can relax, enjoy music, and interact with the brand. During the main party, where young people gather in large numbers, having a branded bar would be an ideal addition. This setup allows guests to sample our drinks in a lively, celebratory environment, making a lasting impression and reinforcing our brand’s presence in a high-energy, youthful setting.

Kiosks and Aperitif Stands: Set up branded kiosks or aperitif stands in key areas around the event space, giving attendees a dedicated Sarti Spritz experience. Pre-Show Aperitivo Lounges: Host pre-show aperitif lounges where attendees can relax, enjoy a Sarti Spritz, and get into the celebratory spirit.Integrate the Pink Concept: Use La Notte Rosa’s pink theme to reinforce our brand identity. Decorate stands with pink lighting, branded cups, and photo spots to immerse guests in the “Live Pink” vibe.

Sarti Spritz at Caribe Bay

Partnering with Caribe Bay, one of Italy’s most popular tropical water parks with over 300,000 annual visitors, offers an excellent opportunity to connect with a young, vibrant audience seeking fun and social experiences. By setting up branded Sarti Spritz kiosks or lounges in Shark Bay, we can integrate the drink into the park’s lively atmosphere, becoming part of unforgettable summer memories.

Thank You for Your Attention

We appreciate your time and interest in exploring our data-driven strategy for launching Sarti Spritz. Every decision, from choosing the brand territory to designing our activation campaigns, has been guided by research and insights to ensure maximum impact and connection with our audience. Attachment: As part of our proposal, we’ve included a video showcasing a sample of the #LivePink social challenge launch. This video highlights how Sarti Spritz will engage with its audience across platforms, creating memorable and shareable moments. We look forward to working together to bring the vibrant essence of Sarti Spritz to life!