Successful product launch event management creates more than awareness—it creates anticipation. When S.Pellegrino appointed Zesty to introduce its new sparkling beverage, Ciao, to the Australian market, the objective was clear: make the product impossible to miss while bringing its Italian heritage to life.

Building on the campaign concept A Gift from Italy, Zesty designed and delivered a custom exhibition stand for Food + Hospitality Week at ICC Sydney, one of Australia's leading hospitality trade events attended by buyers, operators, chefs and media. Every element of the 6-metre by 3-metre activation was created from scratch, including custom signage, printed fabrics, flooring and bespoke brand ambassador costumes that reflected Ciao's sophisticated yet playful identity.

Despite a tight production timeline, every detail was carefully executed to ensure the stand captured attention and delivered a memorable first impression.

To launch the product with impact, Zesty also produced a gift-reveal PR stunt that generated immediate curiosity and drove visitors to the stand from the opening hours of the exhibition. The result was a memorable product launch event management campaign that successfully introduced Ciao to the Australian market while creating a distinctive brand experience for the hospitality industry.