From feed to field.
Peroni Nastro Azzurro is the world’s most drunk Italian premium beer.
Since 1963, it has continued to broaden its horizons through new products capable of giving its consumers a boundless taste experience.
2023
Creativity
GOAL
Launch the new beer “Peroni Nastro Azzurro Stile Capri” by working on both product awareness and trial.
How can we launch a product mostly consumed during the hot days when it’s not summer yet?
Reality check: how do we WIN OUR CHALLENGE?
Summer is not a date on the calendar. It is a state of mind, an attitude.
NARRATIVE ROLE
The product that brings summer everywhere.
A project that started on social media and ended up on field with a contest that allowed not only to stimulate the product trail in an original way but also – to 16 summer lovers – to participate in the most exclusive boat party of the summer realized with Italia Eventi Group. A large number of influencer were present , and super guests such as Elodie, and Tommaso Zorzi as a host.
Execution: DRIVEN BY the concept
Because to take you
from the office to a yacht in the Bay of Capri sometimes you just need a sip.
A truly integrated product trial.
An integrated campaign that succeeded not only in raising awareness of the new product but also in stimulating its trial: both through social media and on field thanks to testimonials and influencers who boosted consumption of the product, amplifying it.
A truly omnichannel media strategy where users moved seamlessly from online to on field.
