Peroni Nastro Azzurro, the no.1 premium Italian beer brand globally, has launched its first ever global winter campaign, encouraging audiences to “Live Every Moment, All Year Round”. Designed to target beer lovers nationwide, the multi-faceted campaign features a new advert built around the mantra – “Live Every Moment, All Year Round” – encouraging viewers to consider the premium taste of Peroni Nastro Azzurro all year round, including the winter season.
Directed by British BAFTA-winning director Tom Green, the film follows ‘Nino’ in a small, sleek, snowy street of Torino – who shovels a pathway through the snow to the nearby bar, allowing the community to join him for the gift of Peroni Nastro Azzurro. Famed for his cinematic storytelling, Tom Green is a multi-award-winning director known for his emotionally charged and character driven work and BAFTA award winning show MISFITS.
Supported by a significant investment in the UK, the campaign is currently in Cinema nationwide, with a wider global roll-out set to launch in 2024. London will see a focused campaign this December with a striking London bus takeover and premium, LED-infused wraps to help drinkers consider Peroni Nastro Azzurro for their festive social occasions. The advert will be assisted by a nationwide OOH featuring the first-ever winter-focussed creative from the super-premium Italian beer brand. The campaign will also see the launch of Limited edition Peroni Nastro Azzurro multipacks and secondary packaging across major supermarkets and retailers from November.
Commenting on the creative, Camilla Scognamiglio, global marketing manager at Peroni Nastro Azzurro says: “We saw an opportunity to put our premium lager at the forefront of the festive season, bringing people together through an emotive narration, the story warms the heart as well as the beer palette. This is Peroni Nastro Azzurro’s first ever winter marketing campaign, and we are confident that our authentic Italian-inspired creative will encourage audiences to live every moment with its premium and uplifting taste.”.
The Christmas 2023 advertisement recognises the appetite for premium consumer brands in the lead up to the festive season with the UK premium lager category seeing an increased share of 9% in 2022. Insights also indicated an increase of 19%, of 10-12 pack beer purchases in December compared to the rest of the year, consumers are now looking to replicate on-trade experiences at home.
Jonathan Norman, global brands director at Asahi UK, commented: “By highlighting Peroni Nastro Azzurro to cinema goers during the winter months, we are ensuring that the brands is front of mind for those looking to experience premium beer either in their local post viewing or at-home for social occasions. We are confident this festive campaign will hit all the right notes for UK beer lovers across the country. Retailers should ensure they are supporting the No and Low category and making the right brand choices, such as Peroni Nastro 0.0%, to support the growing number of consumers moderating or opting for a zero-alcohol option during the holiday season.”
Elspeth Lynn, Creative Partner at UNBOUND, said: “Peroni Nastro Azzurro tastes the same in November as it does in July. So it is a no brainer to remind consumers to enjoy the Italian taste all year round. It is the hero in the story, whatever channel it’s in and demonstrates the way to bring people together and truly live every moment. Even when it’s winter.”
