Asahi has released details of a UK marketing campaign for its flagship Peroni Nastro Azzuro brand, showcasing the beer’s Italian provenance.
‘Only Peroni’ debuts this month in the country and will run for a “multi-year” period, featuring assets targeting both the on- and off-premise channels. The concept centres around easily identifiable Italian items such as the Trevi Fountain and the Ferrari Formula One team, positioning them as ‘only a fountain’ and ‘only a car’, while the brand is ‘only Peroni’.
Leading with a digital presence, the campaign will appear on video-on-demand platforms, YouTube, Instagram and TikTok, backed by “influencer partnerships”. From the end of April, out-of-home ads will also be included. In the on-premise, meanwhile, sampling of around 10,000 complimentary pints of Peroni will run across the UK and Ireland.
Financial details about the push were not disclosed.
“Marking the brand’s biggest advertising investment in years, ‘Only Peroni’ is a step change in our communication …,” said Asahi UK’s marketing director, Rob Hobart. “Through our new global platform, we will drive category growth by underlining the brand’s premium credentials … .”
Peroni has been a sponsor of the Ferrari F1 team since January 2024 through its 0.0% SKU. The brand is produced and distributed in the US by Molson Coors Beverage Co, which piggybacked the Winter Olympics earlier this year with a limited-edition gold bottle for the beer.
