Peroni cements itself as an icon of Italian heritage
ITALIAN lager brand Peroni Nastro Azzurro has unveiled a new multi-year creative campaign that showcases the heritage of the brand alongside some icons of Italy.
The new ‘Only Peroni’ marketing launched on 23 March and has placed the lager brand next to locations and art from Italian history such as the Trevi Fountain, The Birth of Venus and Scuderia Ferrari to show that Peroni can stand shoulder-to-shoulder with these icons of Italy.
Inspired by the Italian habit of downplaying something that is clearly perfect, the ‘Only Peroni’ campaign will describe these masterpieces as ‘Only a fountain’; ‘Only a painting’; or ‘Only a car’ in a tongue-in-cheek move that places the brand alongside the trio.
Peroni’s new campaign also follows swiftly on from the brand’s latest launch for its 0.0% range with the new Limone and Arancia Rossa beers.
The campaign will be supported through fully integrated communications across digital channels to help drive new audiences to the beer category. The marketing will have a strong presence across video-on-demand, YouTube as well as bespoke Instagram and TikTok creatives as well to target key age demographics across these social medias.
Furthermore, a national outdoor advertising campaign across more than 100 high-traffic sites from the end of April, including an activation at Piccadilly Lights in London.
And exclusive for the off-trade, more than 2,000 activations will go live from late spring with dedicated beer, wine & spirit aisle takeovers, in-store digital signage and gondola end placements to bring the brand to life across the retail space.
Wholesalers will also see a benefit as the brand is set to introduce a new 10 pack of 440ml cans to respond to consumer demand. Depot activations will also been seen in high-footfall Parfetts and Dhamecha sites and Bestway depots will also receive support to drive sales with front-of-outlet displays and social media activity.
Rob Hobart, marketing director at Peroni’s parent firm Asahi UK, said: “Marking the brand’s biggest advertising investment in years, ‘Only Peroni’ is a step change in our communication and a return to the brand’s DNA that set it apart from the rest of the category 20 years ago.
“Through our new global platform, we will drive category growth by underlining the brand’s premium credentials and establishing it as the drink of choice for discerning beer consumers.
“Our support for our on-trade and off-trade partners will be unwavering throughout the three activation bursts planned for this year. We are gearing up for some truly expressive and immersive takeovers that will ensure consumers know that if they are looking for a beer that offers something special, it must be ‘Only Peroni’.”
