Peroni Nastro Azzurro has unveiled a major new campaign to promote its first brand extension in 60 years, with the launch of ‘Stile Capri’.
Stile Capri marks Peroni’s first foray into the ‘lighter lager’ market, and will aim to attract a younger, more informal demographic to the historic Italian beer brand.
Developed by independent agency Trouble Maker, the creative will be led by a series of four 30-second hero spots set to be pushed out across key European markets from 5 June including the UK, Italy, Hungary and Romania.
Running across TV, social media and digital, the campaign has been backed by a significant €20m spend over the next three years in what parent company Asahi Europe & International is calling the brand’s ‘most anticipated product launch ever’.
Produced by Stink Films, the ads use humour to communicate how Stile Capri’s ‘refreshing, zesty taste’ can transport people from the most mundane of settings into a blisslike ‘Mediterranean holiday’ state.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
“Peroni Nastro Azzurro was created to re-imagine the world of beer with the spirit of Italian passion and flair, and Stile Capri is cut from the same cloth,” Peroni Nastro Azzurro global marketing manager, Mike O’Donoghue said.
“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 humour and informality into the brand and welcome more people into our world with The Taste That Takes You There this summer.”
Having recently entered the non-alcoholic market, this latest expansion signals Peroni’s intent to force its way into the Top 10 global beer brands by 2030.
Stink Films director, Camila Zapiola added: “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 humour and making the campaign the best it could be.
Concluding, she said: “I believe this is shown in the results: not only that we had a lot of freedom to make this work great, but mostly that we had a lot of fun together doing it”’
