Asahi has launched a new marketing campaign for its non-alcoholic Peroni Nastro Azzurro 0.0% brand that features Scuderia Ferrari HP F1 racing drivers Charles Leclerc and Lewis Hamilton.
‘The Italian Way’ will be a 12-month activation for the beer, which links back to a sponsorship deal announced last year. The 50-second spot, titled ‘The Welcome Present’, includes both drivers and sees 44 cases of Peroni Nastro Azzurro 0.0% delivered to Hamilton – a nod to his racing number.
Peroni will additionally give 60 fans “money-can’t-buy Welcome Presents”, which will be available in Italy, the UK, the US, Canada, Germany and Romania, as part of the campaign.
Chief growth officer at Asahi Europe & International, Nathalie Pfaff Seigle, said: “We are incredibly proud to launch The Italian Way campaign, a true celebration of our brand identity and culture.”
Among the other alcohol brands leveraging F1 this year are Pernod Ricard’s Chivas Regal blended scotch, Bacardi’s Patrón tequila, William Grant & Sons’ Glenfiddich single malt and Moet Hennessy’s Belvedere vodka. Heineken has a headline sponsorship agreement for its namesake brand, extending the arrangement by a further five years in 2023.
