Brief

What it means to be a premium brand has changed over the last decade. Peroni Nastro Azzurro has cemented itself as the world's most stylish beer, something to aspire to have, hold and drink.

However, the cultural landscape of premium brands is changing. As consumers demand more accessibility and relevance from their premium brands, we were tasked to evolve Peroni Nastro Azzurro's positioning.

The challenge is, as a premium brand, how can you be more inclusive and accessible, yet still retain your premium status?

Approach

Our research showed that after the pandemic people had a renewed appreciation of their social occasions.

However, 78% of our audience felt that they weren't making the most of their social occasions.

They weren't looking for more special moments, they wanted all their social moments to be full of passion, flair and energy.

We leveraged all the amazing Italian equity within the brand to create a subtle shift; rather than evoking a true Italian style, we wanted to be a brand that would evoke a true Italian spirit. A spirit that could elevate any moment with Italian passion and flair.

Results

We have opened up a new era for this premium brand. Early results show that brand relevance, purchase intent and price premium justification are increasing. However, the true success is that people now see more opportunities to drink Peroni Nastro Azzurro. It has shifted opinion from a lager for special moments to a lager that helps to make moments special.

What Makes It Trouble Maker?

We managed to completely reposition the brand while laying the foundations for a hugely successful future, by not being afraid to discard the heritage elements that were holding us back.