Sun lounging lager lovers help push Peroni’s first brand extension in 60 years
The launch of Mediterranean-inspired lager Stile Capri aims to build brand love among younger consumers.
Peroni Nastro Azzurro is marking its foray into the lighter lager market space with Stile Capri and four short spots that tap into the brand’s funny side. In ‘The Taste That Takes You There,’ viewers see various scenarios where Italians are lunging in the sun, enjoying a bottle of beer, when suddenly they are interrupted, and the true nature of the scene is revealed.
The brand worked with independent creative agency Trouble Maker, which enlisted Cannes Lions award-winning comedy director Camila Zapiola, Unbound ECD Elspeth Lynn and production company Stink Films to bring the vision to life. There has been a €20m investment into the new global platform.
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Camila Zapiola, director at Stink Films, said: “Shooting Peroni Nastro Azzurro Stile Capri was a dream come true in my experience. We shot in Argentina (my motherland), where we always have lots of amazing and super talented cast to work with. We had a great experience working together with the agency and Peroni Nastro Azzurro, and a lot of freedom into exploring together what was the best way to shoot – trying different takes on the humor and making the campaign the best it could be. I believe this is shown in the results: we had a lot of fun together doing it.”
With the launch of Stile Capri this year and its alcohol-free offering last, Peroni has big dreams of becoming a top 10 global beer brand by 2030.
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Mike O’Donoghue, global marketing manager at Peroni Nastro Azzurro, added: “Peroni Nastro Azzurro was created to reimagine the world of beer with the spirit of Italian passion and flair, and Stile Capri is cut from the same cloth. As we look to take on our major brewing rivals at this competitive time, we’re excited to broaden the shoulders of the range, introduce some humor and informality into the brand and welcome more people into our world with ‘The Taste That Takes You There’ this summer.”
Launching on June 5, the campaign will run across TV, social media and digital in the UK, Italy, Hungary and Romania.