Clarity on Peroni's take on Italian style

Market Situation / Problem
Identified the need to develop a global positioning for a premium Peroni beer.

Our Approach
Strategic options development & ‘road testing’
Semiotics of Italianness
Positioning territory development
Packaging design briefing & research
Key market leading edge & PPL consumer insight

The Solution
A coherent global positioning for Peroni Nastro Azzurro with relevance across its core home market as well as international markets. A global brand name and bottle livery. Clarity on Peroni’s ‘take’ on Italian style

Result
Brand successfully relaunched in UK, US and international markets. Leading to a unique style-driven trade launch – Vespa scooter transport to London art gallery, iconic consumer ‘teaser’ campaign, Sloane Street ‘single Peroni Nastro Azzurro bottle’ store etc.