Latest instalment of seasonal ad campaign launched
The new autumn/winter cinema ad features a group of friends enjoying winter weather in Italy.
Filmed in Milan and the village of Cortina d’Ampezzo, the ad will be backed by poster, digital and press advertising.
The timely launch of this activity will ensure consumers continue to engage with the brand over the festive period.
It follows a similarly-themed summer ad, which UK distributor Miller Brands credited with helping lift on-trade sales of Peroni by 32% in the year to July.
Sam Rhodes, director of customer marketing at Miller Brands, said the new activity “celebrates the stylish approach” that Italians have to enjoying this time of year and highlights the brand’s “authentic and premium credentials”.
“World beer is in growth of 17.4% in value and growing over four times faster than the total lager category,” said Rhodes.
“Peroni Nastro Azzurro is driving value into the world beer category and providing retailers and licensees with the opportunity to increase profits by stocking the brand.
“The timely launch of this activity will ensure consumers continue to engage and enjoy Peroni Nastro Azzurro during the key world beer drinking occasions of Christmas and New Year.”
Image – Winter is a key time for sales of world beer, according to Peroni parent company Miller Brands.