San Pellegrino, better known as S. Pellegrino, is an Italian brand of sparkling natural mineral water that also creates assorted real-fruit sodas. Dating as far back as 1395, S. Pellegrino is today marketed as a luxury brand that is produced and bottled by Nestle.
S. Pellegrino is incredibly popular across the globe, but Switzerland has the highest per capita consumption of S. Pellegrino in the world!
Read on to discover how this enduring brand has maintained its appeal and continues to attract a wide international audience from continents as far-reaching as Europe, the Americas, Australasia and the Middle East.
1. Focus on aesthetics
Although S. Pellegrino has been around for hundreds of years, the brand knows about the importance of maintaining a strong online brand image. S. Pellegrino has a beautiful, modern, eye-catching website filled with interesting information and compelling images. The website and corresponding blog make it clear that this is an international luxury brand with a worldwide presence.
There is also an entire section devoted to their social media pages, but instead of being immediately directed to these pages (for instance when you click on the Instagram icon), the website shows all related images, thus keeping people browsing on the website for longer but also building strong brand awareness in the process. Furthermore, when you do visit their social media pages there is a strong emphasis on the visual. Every single Instagram image is beautifully shot, mouth-wateringly appealing and amazing to look at.
2. Create content that appeals to all of your markets
S. Pellegrino is an international brand that distributes its products to more than 130 countries worldwide. To ensure it appeals to its international markets, it creates international content, instead of focusing solely on its Italian origins.
Across the website and social pages, you will find influences from Canada, Hungary, South Africa, Switzerland and much more. In fact, it’s difficult to find a city or country that isn’t referenced across the website. This is a very inclusive approach to branding that enables S. Pellegrino to maintain and control its online presence and continue to appeal to a vast international audience.
3. Know your audience
Having such a wide international audience can make the branding process a little tricky, but thanks to S. Pellegrino’s slogan, “Explore Itineraries of Taste,” the company never loses its centre of focus, concentrating on its mantra, “whatever you speak, live in Italian. S. Pellegrino is about Italian style, togetherness and bonding over food.”
Although not all brands have the same resources and international appeal as S. Pellegrino, there is still a lot we can learn from this notable brand while the above principles can be applied to any brand, irrespective of your business size or budget.
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