Global through-the-line communications

In 2005, SABMiller appointed The Bank to globally re-launch their flagship premium brand, Nastro Azzurro. At that time, the brand was relatively unknown and the beer market was flat and unfashionable. Other drinks were seen as more stylish and exciting, and Nastro Azzurro was seen as a pizza parlour staple.

Faced with a crowded, mature marketplace, in which the major players spent millions of pounds in advertising, we broke with the established conventions of the beer category. We renamed the brand Peroni Nastro Azzurro – for an easier bar call – and positioned it firmly in the world of Italian style.

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. We have partnered with renowned Italian chefs for aperitivo events and we tirelessly celebrate the craftsmanship and flair that make Italian style so unique and timeless. Peroni Nastro Azzurro epitomises Italian style through and through.

Since the re-launch in 2005, Peroni Nastro Azzurro has experienced double-digit growth every year in the UK. We have managed to connect with the right audience, in the right places. As volumes grow, trendsetters are still looking for the brand in the most stylish venues, and are happy to pay a premium price for the product.

Peroni Nastro Azzurro Showreel