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Marketing Ad Spend Euros 2020

Peroni invites England fans to down their sorrows with ‘Three Leoni’

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By John Glenday | Reporter

July 12, 2021 | 3 min read

Italian beer brand Peroni has marked the titanic clash between England and Italy last night at Wembley with the release of a tongue-in-cheek ad campaign.

Peroni

The ad is intended as a gesture of friendship from one corner of Europe to another in the aftermath of the dramatic final

Rebranded as Leoni – Italian for lion – the brand is courting English drinkers with ‘Three Leoni’ in a bid to instill a spirit of European harmony.

Peroni has launched a reactive marketing stunt that sees the familiar Italian beer brand temporarily rebranded in a playful linguistic play on the ‘Three Lions’ nickname for the England squad.

A trio of bottles is shown lined up to complete the allusion, intended as a gesture of friendship from one corner of Europe to another in the aftermath of the dramatic Euro 2020 final.

Launched on Friday ahead of the big game with the tagline ‘The Perfect Match. Italy and England’, the renaming led a wider out-of-home advertising campaign over the weekend to capture the attention of drinkers.

Asahi UK marketing director Sam Rhodes said: “Peroni Nastro Azzurro and UK beer drinkers have long been the perfect match, so we wanted to help fans celebrate this moment by bringing a touch of Italian style to the occasion. Win or lose, we wanted to mark both teams’ incredible journey, and what better way to do so than with a nod to the ‘Three Leoni’.”

Designed by Trouble Maker with creative led by Splendid Communications, the campaign planning and media buy was overseen by Wavemaker.

Peroni Nastro Azzurro: Three Leoni by Trouble Maker

By Peroni Nastro Azzurro

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Marketing Ad Spend Euros 2020

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