Molson Coors Beverage Co has lined up a marketing push for Peroni Nastro Azzurro in the US that includes a limited run of gold packaging, ahead of next month’s Winter Olympics in Italy.
Adverts produced for the campaign, which is titled ‘Here For The Nastro Azzurro‘, feature Italian-American chef & TV personality Giada De Laurentiis and will run across streaming, broadcast, digital, out-of-home and social channels in the country during the “winter season”. The Coors Light brand owner said the activation has been designed to link the brand to post-winter-sports social occasions.
The company has also linked Peroni’s blue-ribbon bottleneck design with the sports-related trophy. A limited number of gold Peroni Nastro Azzurro bottles will be released, featuring a blue ribbon around the neck and a gold-coloured cap. Consumers can enter a sweepstake to win a bottle or purchase one directly via the brand’s US website while stocks last.
Molson Coors did not disclose volumes, pricing or plans for wider on- or off-premise distribution.
“For us, the blue ribbon isn’t just a symbol of athletes reaching their pinnacle: it’s part of our brand’s decades-long testament to reaching for the Nastro Azzurro in the moments that matter,” said Molson Coors’ North America CMO, Sofia Colucci. “‘Here For The Nastro Azzurro’ celebrates the joy in everyday moments, bringing people together over something real, beautifully crafted and with unmistakable Italian style.”
The activity follows other marketing moves from Molson Coors in the US this month, with Miller Lite partnering with actor Christopher Walken.
Rival AB InBev is the official beer sponsor of next month’s Winter Olympics through the 0%-ABV extension of its Corona brand. The group unveiled the latest phase of the ‘For Every Golden Moment’ global campaign for Corona Cero in November.
