Peroni – A Marketing Success Story25 May 2016
The huge global success of Peroni Nastro Azzurro is down to its positioning rather than sales, says SABMiller CEO Alan Clark, in reference to the strategic and creative positioning created and executed by The Bank who have been the brand’s lead global creative agency since 2005.
“We tried to redefine the world in which beer plays through an association between Peroni and Italian style. We actually restrict distribution. We do not want Peroni in venues where price promotion will drag down its image,” explains the CEO in an article in Marketing Week.
In 2005, when SABMiller appointed The Bank to globally re-launch their flagship premium brand, Nastro Azzurro, the brand was relatively unknown.
Faced with a crowded, mature marketplace, we broke with the established conventions of the beer category, renamed the brand Peroni Nastro Azzurro – for an easier bar call – and positioned it firmly in the world of Italian style.
Since the re-launch in 2005, Peroni Nastro Azzurro has experienced double-digit growth every year in the UK and is now, according to Peroni, the number one super-premium beer in the UK.
Over the past 10 years, we have created striking above-the-line communications, held fashion shows, supported design awards and even produced a classic Italian film.
Most recently, we rolled out our latest global advertising global campaign, Vita al Mare, which was written and produced by The Bank and shot by renowned director, Kalle Gustafsson. The campaign takes consumers to Italy’s most iconic coastal destination, Capri, an island synonymous with effortless Italian style.
With falling alcohol consumption affecting the UK market, Clark also outlined how Peroni’s success story has helped to change the way people think about beer.
To read the full article, click here