Peroni Is 'The Taste That Takes You There' in Campaign from Trouble Maker
Peroni Nastro Azzurro has today revealed its new ad creative promoting Stile Capri, the brand's inaugural lighter lager and very first brand extension since 1963.
At the heart of the campaign are four 30 second TV ads built around the line, ‘The Taste That Takes You There’. The ads will launch in four markets, including the UK, Italy, Hungary and Romania, across TV, social and digital.
The campaign has been created by independent creative agency Trouble Maker, who worked with Cannes Lions award-winning comedy director Camila Zapiola, Unbound ECD Elspeth Lynn and production company Stink Films to bring it to life.
Aiming to target 25- to 45-year-olds who want a more informal beer choice, this is new territory for Peroni Nastro Azzurro and the first time the brand has entered the lighter lager market space.
PNA’s research shows that people are increasingly mindful of the quality and provenance of ingredients that they choose to consume. At the same time, people are growingly conscious of their health and seeking lower ABV beverages that they can consume as aperitivos or in home settings. Offering a delicate balance of bitterness and fresh citrus notes, brewed with a light touch of Italian lemon zest and olive leaf, Stile Capri provides lighter drinking refreshment, a smooth taste and a moderate ABV for a range of occasions.
Using classic humour, each creative sees a group of friends in their everyday lives taking a sip of the new bottle in what initially appear to be glamorous settings on the Italian Riviera. The audience is then shown a new angle which reveals that in actual fact, the drinker is in a rather more mundane setting such as a garden centre, a ferry, or the middle of a golf course, all highlighting that you can have a taste of an Italian holiday wherever you are, by drinking Stile Capri.
With a €20m investment to support the campaign, the new series of ads come as part of Peroni’s ambitious growth strategy to become a top 10 global beer brand by 2030, having launched Peroni Nastro Azzurro 0.0% in April last year and Stile Capri this year.
Speaking about the ad, Mike O'Donoghue, global marketing manager at Peroni Nastro Azzurro, commented: “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. 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."
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 humour and making the campaign the best it could be. 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."
Elspeth Lynn, creative partner at UNBOUND, said: "Creatively we wanted to bring Capri to our audience instead of taking our audience to Capri, which many don’t know, or haven’t been to. Adding a dash of wry humour along the way by the talented and rare female director, Camilla Zapiola… making this premium lager modern and more relevant."
The campaign will launch on June 5th internationally.
