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Gordon Young
Editor-in-chief at The Drum

Peroni turns its focus to heritage with illustrated 'Italian Made' campaign

Peroni turns its focus to heritage with illustrated 'Italian Made' campaign

Peroni has unveiled a stylish outdoor campaign as it looks to cement a return to its Italian roots.

The beer purveyor has turned to illustration for the first time in its history with a simple yet bold concept, devised and produced by independent creative director Richard Ward, art director Mark Ross and ​illustrator Yordanka Poleganova.

The poster kickstarting the campaign features the silhouette of a woman depicted in Peroni's signature blue, white and red colour scheme, and launches today (5 June) at sites in London, Manchester and Edinburgh.

A renewed focus on hertiage will see the brand launch a social media campaign in the summer under the hashtag #ItalianMade which will celebrate its provenance.

Beer brands have been heavily cultivating their brand histories to shift bottles over the course of the year. Just a few months ago Carlsberg launched 'The Danish Way' taking viewers on a journey through some of Cophenhagen’s most iconic landmarks. San Miguel, meanwhile, has been using its 'Rich List' campaign to ensure the story of its founders, who were explorers, is relevant to a millennial audience.

"Peroni has become synonymous with style and its Italian heritage and effortless charm is something we wanted to evoke through this campaign," explained Claudia Falcone, global brand director for Peroni Nastro Azzurro. "We believe the creative provides a subtle immersion into the world of Peroni while the illustrated style brings this to life in a contemporary and beautiful way."

When SABMiller sold its Grolsch and Peroni brands to Japanese brewer Asahi last year ahead of its merger with InBev, marketers raised questions over whether the brands would be able to maintain their provenance under their new owner, but it appears Peroni is making a concerted effort to do so.

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