Sarti’s challenge was not simply to compete in the spritz category, but to win attention from younger drinkers whose brand choice is often still open when they arrive at a venue. With Gen Z and Millennials increasingly choosing “less but better,” the opportunity was to make Sarti feel distinctive, social and memorable before the first drink was even ordered. We built the strategy around one idea: brand salience over traditional loyalty. The consumer journey moves from desire and curiosity to choice, consumption and advocacy, using disruption, bartender influence and immersive serve moments to keep Sarti top of mind. Visually, the system leans hard into hot pink, citrus and gold, creating a recognisable world designed to be highly shareable. The toolkit brings that journey to life across the venue. A glowing Drink Pink sign creates the first interruption, supported by branded outdoor furniture, counter signage and spritz menus that influence choice at the bar and table. Once ordered, faceted pink glassware, diamond trays, coasters and ice buckets make the serve itself feel ownable, while branded shirts and bucket hats turn bartenders into visible advocates for the brand. The experience then extends beyond the venue through an influencer gift set containing everything needed to recreate the Sarti Spritz at home, including custom glasses, dried lime, a neon magnet and an NFC link to the perfect serve. The result is a complete pink brand world designed to move consumers from curiosity to recognition, then from one memorable spritz moment to the next.