Advertising

Peroni Italy

SABMiller

Global Advertising Campaign

The challenge for Peroni Nastro Azzurro was ambitious. The company wanted the brand to break out of its image as the staple beer of the pizza restaurant. They were hoping to achieve a step-change by rejuvenating the category, and for Peroni Nastro Azzurro to be perceived as a leading global, style-driven premium beer.

Our solution was to ignore the conventions of the beer category altogether. We aimed to position Peroni as an authentic Italian style brand, worthy of consideration alongside other non-beer names like Armani, Prada and Alessi.

This idea found expression in the proposition ‘Italian style applied to Beer’ – a positioning that has remained at the heart of everything we have done for Peroni since. The Italian style credentials were creatively expressed by adding the word ‘Italy’ under the logo, using a red tag at the top right, and allowing for plenty of white space – something that is a rare commodity in beer communications.

The brand was relaunched in the UK during 2005, and now features in over 16 countries. Since the launch, we have delivered numerous integrated campaigns for the brand, all of which have run worldwide. This includes TV, cinema, print, poster, digital, experiential, PR stunts, sampling and sponsorship. Our merchandising team also produces appropriately stylish point of sale assets for all the campaigns.

In a declining category, our award-winning integrated campaigns have helped Peroni become the fastest-growing global beer brand in terms of value and volume. Sales are up year on year (39% in the UK), and the brand still maintains its premium price.

Peroni achieved the coveted ‘Coolbrand’ status in 2006 and 2007.