- Social spirit of Italy comes alive in new Peroni Nastro Azzurro advertising campaign
- July 2020 sees launch of multi-channel advertising around unifying ‘Walk With Us’ message
- Letter ‘From Italy to The World’ to kick-start the new campaign, starting with the UK
- UK’s Number 1 Super Premium Beer brand taps into timeless Italian ritual to inspire nation
Peroni Nastro Azzurro, the UK’s Number 1 Super Premium beer brand [i], today launches a new global advertising campaign, ‘Walk With Us’, to reflect the heart of Italian culture as lockdown measures in the UK start to lift. The message focuses on the time-honoured Italian tradition of La Passeggiata – an early evening ritual which Italians routinely take – to walk, connect and socialise.
A salute to Peroni Nastro Azzuro’s Italian roots, the ‘Walk With Us’ campaign will go live across TV, radio, video on demand (VOD), OOH, print and social media, and is spearheaded by a letter, ‘From Italy to the World’ to highlight the feelings people will have experienced in recent months. People who may now have a renewed sense of appreciation for the things that they may have taken for granted – even something as simple as a walk.
Synonymous with great taste, quality and style, Peroni Nastro Azzurro is the number one brand that consumers want to be seen drinking[ii]. The desire for Super Premium has not slowed over recent weeks, and the latest 12-week data reveals that sales of Peroni Nastro Azzurro have increased by 64.8%[iii]. Within the Convenience sector, Peroni Nastro Azzurro is providing nearly 1,000 bespoke chillers for Convenience and Independent retailers across the country after a successful initial trial.
Tim Clay, Managing Director, Asahi UK reflects on the campaign and says, “These are strange times and circumstances that we couldn’t have imagined having to navigate through. The situation faced in the retail and hospitality sector is completely unprecedented, and, as a supplier to businesses of all sizes, we are on overdrive to find ways to support our valued customers – as well as the communities in which we operate. It will be a tricky road to recovery for many, so we continue to work with and listen to our customers to see how best we can help support them. We hope that the ‘Walk With Us’ campaign resonates with both consumers and operators, as we all try to reconnect with the places and pastimes we enjoy the most.”
Recent activity for Peroni Nastro Azzuro includes, on-pack promotion ‘Win the Ultimate Passeggiata – an Italian Journey’. Running from March to the end of August, the giveaway offers consumers the chance to win Italian holiday experiences. Visible across multiple SKUs, entries for the competition have already surpassed 100,000. The success of the activity is a testament to the strength of consumer engagement with the Peroni Nastro Azzuro brand, and the continued interest in travel and cultural experiences.
Peroni Nastro Azzurro has become a well-established and trusted consumer brand, launching a series of new variants in recent years to widen its appeal and provide consumers with new ways to enjoy its classic taste. Last year, Peroni Nastro Azzurro was launched into its first ever single serve (330ml), fully recyclable aluminum slimline can. Other variants include Peroni Libera 0.0%, which achieved the highest rate of sales for all beer NPDs in 2019[iv], and Peroni Nastro Azzurro Gluten Free.
[i] CGA Pub Report 2019
[ii] Millward Brown, July 2019
[iii] Nielsen we data to 13th June 2020 – Total Off Trade – Latest 12 weeks % change vs. YA
[iv] Nielsen ScanTrack Data to 28.12.2019