Evocative new campaign showcases how social moments are elevated through the passion, flair and refreshing Italian taste of Peroni Nastro Azzurro, in true Italian style
- New creative global platform sees creative brand campaigns for Peroni Nastro Azzurro and Peroni Libera 0.0% launch from July 2021
- Multi-channel TV, VOD, Cinema, online and OOH advertising centres on unifying ‘Live Every Moment’ message
- Creative embraces the Italian zest for life, spirit and energy which are intrinsic to daily rituals
LONDON, July 2021; Peroni Nastro Azzurro, the UK’s Number 1 Super Premium beer brand[i], today launches a new global platform to encourage consumers to ‘Live Every Moment’. After the last year and a half, the brand recognises that consumers are seeking freedom and a release. The creative showcases the perfect moment for Peroni Nastro Azzurro to help elevate the experiences consumers have been craving for so long. As an Italian brand, Peroni Nastro Azzurro is the perfect beer to celebrate these moments. Born in 1963, Peroni Nastro Azzurro’s Italian heritage embodies that spirit and zest for life and as a Super Premium brand it was created to be as lively as this Italian spirit.
The first brand campaign ‘Live Every Moment’ focuses on Peroni Nastro Azzurro and the second on Peroni Libera 0.0%, in recognition of Aston Martin Cognizant F1™ partnership. The advertisement ‘Il Pit Stop’ takes the creative idea and applies it to the partnership to showcase that wherever you go, get there safely and in style.
PERONI NASTRO AZZURRO
‘LIVE EVERY MOMENT’
ABOUT THE CAMPAIGN
Highlighting Peroni Nastro Azzurro’s refreshing and uplifting Italian taste that’s full of life the drive is for consumers to elevate and ‘Live Every Moment’ in true Italian style now the world is reopening.
Filmed on the beautiful Amalfi Coast by world-renowned film director Emmanuel Cossu, famous to produce ‘What Is Love’ for Dior with Natalie Portman, the new global campaign ‘Live Every Moment’ brings to life a collection of different relevant occasions, showcasing how every social moment is elevated through the passion, flair and uplifting Italian taste of Peroni Nastro Azzurro.
The global campaign features a collection of moments connecting to on and off trade, consumption at home and out and about. The multi-channel global campaign will go live across across TV, VOD, Cinema, Social, Radio, OOH, On Trade and Off trade to encourage consumers to ‘Live Every Moment’. Having launched in Romania during EURO20 finale, the campaign will continue to air throughout July 2021 Canada, Ireland, Sweden, Spain, Finland, Australia and UK throughout 2021. Watch the ‘Live Every Moment’ 60” film here: https://youtu.be/JB9d_wYY_mo
PERONI LIBERA 0.0% & ASTON MARTIN F1™ PARTNERSHIP CAMPAIGN
‘IL PIT STOP’
ABOUT THE CAMPAIGN
Supporting the growth of the no and low alcohol category, and in celebration of the global partnership between Peroni Libera 0.0% and Aston Martin F1™ – a bespoke campaign to support the Formula One™ Grand Prix Season will feature Peroni Libera 0.0% through a multi-channel campaign also living under the ‘Live Every Moment’ creative platform.
Now is the perfect time to bring passion and flair back to F1™ with Aston Martin re-joining the Formula One™ circuit. And with Peroni Libera 0.0%, the stylish and aspirational 0.0% beer, we will invite people to feel free to release their passion and flair. And to ‘Live Every Moment’. And we believe no matter where you go… always get there safely. And in style.
We form the perfect partnership with Aston Martin F1™ because of this shared philosophy. That’s why these 2 iconic style brands are joining forces. Fuelled by the same values of passion, integrity and flair. Our two brands have come together and open our doors onto the most prestigious sport in the world. On a global stage.
Filmed against the breathtaking backdrop of the Amalfi Coast by director Anthony Hoffman (famed for shooting commercials for Fiat 500, Mercedes, Audi and Tag Heur) leverages the established F1 pit stop. ‘Il Pit Stop’ where we leverage an F1 race car going in for a pit stop. We go back and forth to a leading female protagonist arriving in an Aston Martin and going into a hotel bar. She is also having a ‘pitstop’. She stops to enjoy a Peroni 0.0% and watch the F1 race with friends. We see the passion. We feel the passion. Once finished their ‘pitstop’, they drive off again.
The multi-channel campaign will air on TV, VOD, Cinema, OOH and on Social at key moments throughout the racing season and is set to launch across Sweden in July, plus Romania and Australia in September. The campaign includes a 60” edit which can be viewed here: https://www.youtube.com/watch?v=aYJaepv-KkA
Richard Ingram, Global Brands Portfolio Director, Asahi Europe & International says, “The world is a different place now and consumers are waiting to be released from the restrictions that they have lived. Our message is one of hope and optimism as the world eagerly anticipates the return of the everyday moments which bring pure joy to their lives. ‘Live Every Moment’ showcases the variety of ways in which Peroni Nastro Azzurro elevates the everyday and how its uplifting, refreshing taste – that is full of life, releases passion, flair and confidence inside of us to live every moment fully.”
Ends
[i] CGA Pub Report 2019
CREDITS
| ‘LIVE EVERY MOMENT’ ADVERTISING CAMPAIGN |
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Creative agency: Trouble Maker Director: Emmanuel Cossu DOP: Mathieu Plainfosse Production company: The Italian Job Ex. Producer: Oscar Williamo & Schmid Luigi / The Italian Job Producer: Mariella Grandi / The Italian Job Sound studio: Vapor Music Composer: Ethan Mentzer / Vapor Music Music Creative Director: Ted Rosnick / Vapor Music Stylist: Chiara Allievi Set Designer: Monica Vitucci Product Specialist: Walter Saro Choreographer: Manuela Saccardi Photographer: Branislav Simoncik Social Photographer: Daniele Coluccelo |
‘ASTON MARTIN FORMULA ONE™ PARTNERSHIP’ ADVERTISING CAMPAIGN
Creative agency: Trouble Maker
Director & Photographer: Anthony Hoffman
Production company: Dog Eat Dog
Sound studio: Vapor Music
Composer: Ethan Mentzer / Vapor Music
Music Creative Director: Ted Rosnick / Vapor Music
ABOUT PERONI NASTRO AZZURRO
Brewed in Italy to the original recipe since 1963, Peroni Nastro Azzurro exemplifies the traditions of Italian craftsmanship, passion and flair. Born in Rome, 1963, Birra Peroni brewed what was to become their greatest and most famous export: Peroni Nastro Azzurro. Created to reflect the emergence of Italian luxury in fashion and design, it was designed with the sharp, sophisticated beer drinker in mind. Peroni Nastro Azzurro is gently brewed to give an effervescent, refreshing taste with that unmistakable touch of true Italian style.
Press release from Asahi UK
For further information, please contact:
Shoma Amin, Asahi UK | shoma.amin@asahibeer.co.uk, 07788 345 806