SIP, SAVOR, SPARKLE: A TASTE OF ITALY AT SXSW

For SXSW, San Pellegrino wanted to immerse festival attendees in the essence of Italy — showcasing its premium sparkling beverages while creating an unforgettable experience that celebrated Italian culture, food trends, and luxury living.

Rooted Design Collective designed a sparkling three-day Italian escape featuring immersive decor, a vibrant Italian market, and authentic food experiences alongside top chefs and up-and-coming musicians. We hosted a future food trends panel discussion with San Pellegrino’s CEO and a celebrity chef, brought in aerialists, magicians, and comedians for entertainment, and ran an unprecedented sampling program of more than 10,000 servings of San Pellegrino’s premium offerings.

The activation engaged more than 10,000 attendees over three days and generated over 500,000 social media impressions with 65,000+ engagements from influencers and attendees. Ninety-two percent of participants reported increased brand awareness, 70% expressed interest in incorporating San Pellegrino into their dining habits, and brand sentiment improved by 38%, reinforcing San Pellegrino’s status as a symbol of luxury and culinary excellence.

Hand holding a San Pellegrino Aranciata can in front of a flower display at the SXSW brand activation
Balloon garland installation over a market stall display at the San Pellegrino SXSW activation
Styled Italian market cart displaying San Pellegrino sparkling drink bottles at the SXSW product sampling activation
Vintage blue bicycle decorated with red geraniums as part of the Italian-inspired SXSW activation decor
San Pellegrino sparkling drink cans merchandised on a styled Italian market display at the SXSW activation
Chalkboard welcome sign for the Sanpellegrino Piazza activation at SXSW
Attendees posing with decorated bicycles under the San Pellegrino branded awning at the SXSW activation
Outdoor lounge area with string lights and seating where guests gathered during the San Pellegrino SXSW activation
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