At Nestlé USA, great ideas don't follow a straight line. They evolve. The teams that bring them to life are the ones who stay close to what matters—listening, adjusting, and finding better ways forward together.

Here's how one team brought that mindset to life during a major product launch.

Launching Something New in a Crowded Space

The project

A cross-functional team came together to launch Sanpellegrino CIAO!—a new flavored sparkling water line designed to bring fresh energy into the category.

The opportunity

The sparkling water category was already highly competitive. Consumer expectations were evolving—people were looking for more variety, more flavor, and something that felt new and exciting.

The team had a clear goal: create a product that stood out while meeting those changing expectations. But success wouldn't come from getting everything perfect upfront. It required staying open, testing ideas, and adjusting along the way.

How the team showed up

From the start, this was a true 360-degree effort.

Teams across product development, marketing, and sales worked closely together—sharing feedback, testing ideas with consumers, and refining as they moved forward.

They stayed connected to both consumer and customer insights, using that feedback to shape:

• Product flavors and positioning
• Campaign messaging and creative direction
• Go-to-market strategy and retail execution

As the launch progressed, the team continued to adjust—making changes that strengthened both the product and the overall campaign.

That meant:

• Listening closely and adapting quickly
• Keeping communication open across teams
• Treating feedback as an opportunity to improve, not a setback

The impact

The results reflected the team's ability to evolve and improve in real time.

• 3.3 million households recruited in the first year
• Named the number one sparkling water innovation of 2025
• Earned major recognition, including two Effie Awards and a Cannes Lion

Beyond performance metrics, the launch helped bring new excitement into the category—creating something that resonated with consumers and customers alike.

What they learned

Through the experience, the team reinforced a powerful idea: staying open and adaptable leads to better outcomes.

They gained:

• A deeper understanding of how quickly consumer needs can evolve
• Stronger collaboration across functions
• Confidence in testing, learning, and refining along the way

Most importantly, they saw how staying flexible—while staying aligned—can turn a strong idea into something even better.

Growing Through the Process

Every project brings new challenges and new opportunities to learn. The difference is in how teams approach them—working closely together, staying open to change, and continuing to move forward.

Because when teams stay connected and responsive, they don't just launch something new— they build something that truly resonates.