Peroni Nastro Azzurro has launched its first ever global advertising campaign for the winter season, designed to encourage consumers to consider its premium lager all year round.
It marks the first global winter campaign for the no.1 Italian beer brand since its inception, encouraging audiences to “Live Every Moment, All Year Round.”
Created by BAFTA-winning director Tom Green – alongside advertising agencies Unbound and Trouble Maker – the 30-second ad features the snowy streets of Torino, Italy, as the local community embraces the colder winter season.
Supported by a significant investment in the UK, the campaign is currently in UK Cinemas nationwide, with a wider global roll-out set to launch in 2024.
The campaign will also see the launch of Limited edition Peroni Nastro Azzurro multipacks and secondary packaging across major supermarkets and retailers from November.
The Christmas advertisement recognises the appetite for premium consumer brands in the lead up to the festive season, with the UK premium lager category seeing an increased share of 9% in 2022.
Insights also predict an increase of 19% for 10-12 pack beer purchases in December, compared to the rest of the year.
It comes as Tesco found that UK shoppers are planning to party at home to save on trips out this Christmas, as the cost-of-living crisis continues to put pressure on celebrations and household budgets.
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It was also revealed recently that spending is set to hit £84.9bn over the six weeks leading up to Christmas, as high inflation looks to boost retail sales over the festive period.
Peroni Nastro Azzurro global marketing manager, Camilla Scognamiglio said: “We saw an opportunity to put our premium lager at the forefront of the festive season, bringing people together through an emotive narration, the story warms the heart as well as the beer palette.
“This is Peroni Nastro Azzurro’s first ever winter marketing campaign, and we are confident that our authentic Italian-inspired creative will encourage audiences to live every moment with its premium and uplifting taste.”
Asahi UK global brands director, Jonathan Norman commented: “By highlighting Peroni Nastro Azzurro to cinema goers during the winter months, we are ensuring that the brands is front of mind for those looking to experience premium beer either in their local post viewing or at-home for social occasions.
“We are confident this festive campaign will hit all the right notes for UK beer lovers across the country. Retailers should ensure they are supporting the No and Low category and making the right brand choices, such as Peroni Nastro 0.0%, to support the growing number of consumers moderating or opting for a zero-alcohol option during the holiday season.”
