BBoard Com signs the integrated project for the Italian launch of Paulaner Spezi

Paulaner Spezi, the famous German sparkling non-alcoholic soft drink that combines cola and orange soda, has chosen to rely on BBoard Com for its official launch on the Italian market.

The project

With the aim of creating an authentic, contemporary and highly engaging connection with Gen Z in the key places of their everyday lives, the project unfolded between the end of September and the first half of October through an integrated activation. A fluid narrative journey following a before/during approach that guided students through a complete journey: from the digital anticipation that amplified awareness, to the live on-the-ground encounter, via product trial and spontaneous sharing.

The operation stopped at the main academic hubs in northern Italy, involving the University of Milano-Bicocca, the University of Bolzano (with activity also extending into the city centre), and the Humanities and Science campuses of the University of Verona. To anticipate and amplify the arrival on campus, a digital communications plan was developed, driven by EDMs, newsletters and push notifications on dedicated university networks, reaching coverage of more than 55.000 contacts in total.

The on-field activity

On the on-field front, BBoard orchestrated a memorable experience, transforming study breaks and arrivals at university entrances into purely pop and urban sharing experiences, perfectly aligned with the brand's '70 s spirit and street-culture attitude. At Milano Bicocca, attention was then captured by the spectacular Spezi Car – the fully branded vintage promotional vehicle, making its first appearance in Italy – supported by noticeboard leaflets, roll-ups and flyers with a QR code for geolocating the points of sale where the product could be purchased.

Ensuring a taste experience of the highest possible quality was BBoard's logistical know-how, which, thanks to refrigerated vehicles, insulated containers and, where available, cold rooms, made it possible to place cans of Paulaner Spezi directly into students' hands in the original 0,33 l ready-to-drink format.

The results

The initiative's results were significant both digitally and operationally. The preliminary teaser and awareness phase delivered through university networks recorded more than 55.000 digital contacts, paving the way for the on-field activation, where, over the various tour stops, more than 25.000 direct contacts and the overall distribution of 15.000 product samples were generated.

Confirming the effectiveness of the integration between physical and digital, redirects via QR codes to the landing page and store locator generated more than 150 tracked interactions, while the geolocated social media campaign supporting the entire communications plan achieved more than 13 million impressions.

The comments

“The debut of an iconic brand such as Paulaner Spezi in Italy required an approach that moved away from the classic promotional sampling model. With this project, we wanted to build a genuine and credible bridge with the university community, bringing the digital dimension into dialogue with the physical experience at exactly the moment when students socialise,” says Massimo Sala, CEO of the BBoard Group. “The success of this campaign once again demonstrates the strength of our business model: the ability to combine strategic creativity, an on-field presence across the territory and impeccable logistics. The result is not simply a product trial, but an activation that generates value and lasting brand recall.”

“Italy represents a key market for Paulaner Spezi's international expansion. Through our activities on university campuses and in their immediate surroundings, we are introducing the brand in the places where students meet, spend time together and enjoy a refreshing drink. This gives us the opportunity to connect directly with young consumers and stimulate their curiosity. For us, this is an important first step towards building a lasting presence for Paulaner Spezi in Italy,” says Lorenzo Menozzi, Marketing Communication Manager at Paulaner Italia.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.