Sanpellegrino’s Sparkling Fruit Beverages has launched a mapping app that takes you, not the fastest route, but the scenic route. Delightways creates unique trips to your destination; past pretty streets, food trucks, surprising views, quirky stores and unique events. The recommended stops are designated by local influencers and Foursquare.
The app has launched New York, San Francisco, Chicago, Atlanta, Austin, Boston, Los Angeles, Miami, Seattle and Washington DC. Alfonso Marian, chief creative officer at OgilvyOne, New York, which worked with Sanpellegrino on the campaign, says the app will help the brand better target its millennial audience. Ogilvy & Mather New York is the primary creative agency, along with collaborating agencies Team N, Deep Focus, Epsilon, Active Theory, Revelry and Metavision. The campaign is part of an ongoing initiative from Ogilvy and Sanpellegrino, to help consumers discover The Life Deliziosa.