Italy’s beverage sector — mineral water, juices, soft drinks, energy drinks, iced teas and functional drinks — is one of the country’s highest advertising spenders. Brands from Sanpellegrino and Ferrarelle to Coca-Cola, Red Bull and new wellness drink players produce campaigns at high seasonal frequency, requiring fresh, photogenic talent able to convey the energy or refreshment of the product.
Casting requirements vary significantly by brand positioning:
Lifestyle models for soft drinks and water: mineral water, iced tea and soft drink campaigns require young profiles (18–30), sunny and dynamic look, able to convey freshness and naturalness. Common scenarios include social sharing moments, summer settings, light sport and outdoor life.
Talent for energy drinks and sports beverages: Red Bull, Monster, Celsius and similar campaigns require extreme or sports-adjacent aesthetics — skaters, surfers, climbers, urban athletes. Authenticity is critical: the talent must be credible in the action context, not just photogenic. Real athletes with strong on-camera presence are often preferred.
Profiles for premium drinks and aperitivo: Aperol Spritz, Campari, Crodino, Schweppes and new premium mixers require a more sophisticated aesthetic — adult lifestyle, elegant social settings, rooftop aperitivo or events. Ages 25–45 with a polished look and ability to portray convivial moments naturally.
Talent for functional and wellness drinks: kombucha, probiotic beverages, protein smoothies, vitamin water. Wellness, sports or health-conscious profiles, coherent with the brand’s health positioning.
Most common formats: TV spots (very frequent in beverage), web video and pre-roll, seasonal social media content (summer, Christmas, aperitivo hour), OOH with human subjects in lifestyle settings, GDO and venue POS materials, pack-shot shoots with model, influencer campaigns. For in-store activations and sampling see our guide to promoters for product launches in GDO retail.
The beverage sector has strong seasonality: production for summer campaigns typically begins in February–March, Christmas campaigns in September–October. We recommend contacting us at least 4–6 weeks before your production date to secure the best available profiles.
Submit a request via our B2B quote form specifying: brand and positioning, required talent profile, campaign format, seasonal reference and production date. The TOAgency team replies within 24 hours with a targeted shortlist.