Peroni Nastro Azzurro 0.0% has partnered with Ferrari’s Formula 1 racing team, recruiting star drivers Charles Leclerc and Carlos Sainz for a new campaign film.
The collaboration will see Peroni Nastro Azzurro 0.0% unveil a limited-edition product run of Tifosi Nastro Azzurro 0.0%, described as “a love letter” Ferrari racing fans.
Titled ‘The Brake In’, the spot shows Leclerc and Sainz entering the Birra Peroni brewery and changing Peroni Nastro Azzurro 0.0% bottle labels to ‘Tifosi’ Nastro Azzurro 0.0% labels.
Throughout the partnership, Peroni Nastro Azzurro 0.0% will be visible across various touchpoints, including Ferrari F1 cars and driver uniforms and at Ferrari Challenge Trofeo Pirelli events, as well as featuring across bespoke social media content.
The Italian beer brand’s parent company, Asahi Europe & International plans to have 20% of its portfolio made up of alcohol-free products by 2030, an ambition that is driving its most recent partnership.
Each of the 2,024 Tifosi Natsro Azzurro 0.0% bottles have been individually numbered, and feature designs that embody the visual identities of both brands. It will be made available in Italy, UK, Ireland, USA, Canada, Singapore, Romania and Australia.
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Asahi Europe & International CEO Paolo Lanzarotti said: “Through this partnership, we intend to elevate every moment for the fans who make this sport so special and who embody the very passion and flair so pivotal to both Peroni Nastro Azzurro 0.0% and Ferrari”.
“Launching with our limited edition Tifosi Nastro Azzurro 0.0% bottles, we are beginning this partnership exactly as we mean to go on – a celebration of and collaboration with the fans.”
Throughout the partnership, Peroni Nastro Azzurro 0.0% will be visible across various touchpoints, including Ferrari F1 cars and driver uniforms and at Ferrari Challenge Trofeo Pirelli events, as well as featuring across bespoke social media content.
Scuderia Ferrari team principal Frédéric Vasseur said: “Having both brands visible in the blue riband category of motorsport contributes to ensuring strong visibility for Italy on the world stage”.
“Our two great companies have many values in common, such as an eye for detail and style, as well as an ability to combine tradition and innovation in our respective fields. I’m looking forward to our collaboration with Peroni Nastro Azzurro 0.0%, which I’m sure will prove to be a great success for both parties.”
