La Dolce Vita Across the Benelux

San Pellegrino is a premium brand within the Nestlé Group, renowned for its natural mineral water and high-quality sparkling soft drinks. With iconic products such as Limonata, Aranciata and its classic mineral water, the brand represents Italian elegance, exceptional quality and a refined lifestyle.

Nestlé was looking for a brand activation that would drive visibility, engagement and direct consumer interaction across both the Netherlands and Belgium. The challenge was to bring San Pellegrino to life for a broad audience that appreciates style, quality and memorable experiences, whether relaxing at the beach, exploring the city or attending an event.

The campaign needed to be visually striking and instantly recognisable while engaging the senses. It had to invite consumers to crack open a can and experience the taste of an Italian summer. At the same time, the activation focused strongly on increasing brand awareness, encouraging interaction and creating Instagram-worthy moments, supported by strategic product sampling to drive trial.

San Pellegrino was looking for a partner capable of bringing the brand to life in a distinctive and impactful way. The activation needed to stand out visually, stimulate the senses and reflect the authentic Italian identity of the brand, supported by smart sampling that allowed consumers to experience the product firsthand.

Following a successful pitch and building on previous collaborations with Nestlé, including Dolce Gusto, San Pellegrino selected Smollan in partnership with IMA. The deciding factor was our ability to translate brand experience into a creative, practical and scalable activation concept.

Together, we delivered a fully integrated solution, from strategy and creative development to on-site execution, including logistics, staffing and production. Smollan managed the operational execution and field teams, while IMA was responsible for the creative concept and visual production.

What made the partnership successful was our combined ability to transform the San Pellegrino brand into an immersive activation that delivered on every detail. Stylish, scalable and perfectly aligned with the brand’s values.

Within just eight weeks, we delivered a summer activation that captured the true spirit of la dolce vita. From concept development to execution, every element focused on creating memorable brand experiences, driving visibility and encouraging consumer interaction. A team of 30 to 40 activation specialists operated across the Benelux to bring the campaign to life.

Pop-Up Terrace: We created stylish San Pellegrino pop-up terraces in several cities, complete with elegant bars where visitors could relax and enjoy a refreshing can of San Pellegrino, served by our hospitality team.

Sampling & Consumer Interaction: Our brand ambassadors handed out product samples from eye-catching branded sampling bins. Friendly, approachable and always with a smile, they encouraged consumers to discover the refreshing taste of San Pellegrino.

Guerrilla Activations: Branded cargo bikes travelled along bustling boulevards and city centres across the Netherlands and Belgium, bringing the brand directly to consumers in unexpected locations.

High-Traffic Sampling
Brand ambassadors distributed samples in busy shopping streets and retail centres throughout the Netherlands and Belgium, engaging consumers in an approachable and premium way.

Guerrilla Activations
A striking branded San Pellegrino cargo bike appeared at popular beaches and lively boulevards, creating a mobile brand experience that brought the product directly to the target audience.

Pop-Up Terrace
At key locations, we built an inviting Italian-style pop-up terrace complete with a premium bar and dedicated hospitality team, where visitors could unwind with an ice-cold can of San Pellegrino.

The Pizza Show
During exclusive events organised in collaboration with The Pizza Show, a food-focused social and influencer community, the brand was positioned in an authentic Italian setting that perfectly resonated with Nestlé’s young, experience-driven audience.

Sustainability was a key objective for Nestlé. Rather than producing new materials, we adopted a circular approach by refurbishing and rebranding existing activation elements. This gave the entire activation setup a second life while reducing waste and environmental impact, a smart and sustainable solution that aligns with both modern brand activation standards and Smollan’s values.

The reusable structure also offers long-term value. The activation can be deployed again in 2026, demonstrating both the strength and future-proof nature of the concept.