Sanpellegrino has launched its latest campaign, “With Love, Italy,” introducing the new sparkling beverage line, CIAO!, and reuniting award-winning actors Michael Imperioli and Steve Schirripa on screen. Known for their iconic roles in The Sopranos, the duo brings a blend of nostalgia and humor to the campaign, playfully referencing their past ‘wise guy’ personas as they go door-to-door delivering CIAO!’s refreshing blend of sparkling water, citrus juice, and Sicilian salt .
Developed by Ogilvy New York and produced in collaboration with Hogarth New York, Spark & Riot, Cabin, and Company3, the integrated campaign spans organic and paid digital and social content. The centerpiece is a five-minute video titled “The Nice Guys,” where Imperioli and Schirripa attempt to share CIAO! with their community, only to find their reputations precede them, leading to humorous misunderstandings .
The campaign has resonated with audiences, sparking buzz and delight among fans eager to see Michael and Steve back together. Their real-life friendship and shared Italian-American heritage add authenticity to the promotion, aligning seamlessly with Sanpellegrino’s brand identity .
CIAO! is now available at retailers nationwide and on Amazon, offering flavors like Lime, Cherry, Blood Orange, and Peach. The campaign encourages consumers to share the beverage with loved ones, embodying the spirit of Italian hospitality.
For a visual taste of this campaign, check out the advertisement here:
