Essenza had already launched once, but people were confused by the product. Expecting one of S.Pellegrino’s more sweet and colourful fizzy drinks, they were then bewildered to find it was a delicate, lightly flavoured sparkling water. It’s never fun when your taste buds are expecting something else.

The job here was to set expectations straight, and attract customers looking for a subtle and refreshing flavoured sparkling water with a drop of flavour – but no calories.