Peroni Nastro Azzurro (PNA) has revealed it is launching a new €20m (£17m) marketing campaign across several European countries for Stile Capri, the brand’s inaugural lighter lager and its first brand extension since 1963.
The Italian beer brand has teamed up with independent creative agency Trouble Maker and production company Stink Films to launch Stile Capri with a series of TV humorous adverts on 5 June in the UK, Italy, Hungary and Romania.
This is the first time the label has tapped into the lighter lager market, targeting 25 to 45-year-olds who want a more informal beer choice.
Owners of PNA – Asahi Europe & International – said it will invest more than €20m (£17m) into marketing Stile Capri over the next three years, as the brewer seeks growth in a fast-growing beer category that has been dominated by Mexican & US competitors.
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The marketing campaign comes 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 in March this year.
“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,” global marketing manager at Peroni Nastro Azzurro, 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.”
Director at Stink Films, Camila Zapiola commented on the “great experience working together with the agency and Peroni Nastro Azzurro”, which provided much creative freedom and opportunities to explore 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,” Zapiola said.