Bottling Italian
style
Peroni Nastro Azzurro had a clear ambition for their brand to become synonymous with Italian style, to compete with the likes of Prada and Ferrari on a global scale.
In June 2007 WHAM won a two way pitch to be the global digital agency for Peroni. Our challenge in the following three years was to integrate their digital presence with all campaign activity, helping to achieve their goal.
Peroni magazine creative.Central to Peroni is the craftsmanship behind the beer; both the brewing process and the ingredients. WHAM helped to expand the focus beyond taste alone, exploring the idea of craftsmanship in relation to Italian style. We developed a magazine concept to establish Peroni as the opinion former and commentator on Italian living, focussing on key areas such as fashion, design, food and travel.
An Italian editor was invited to the project, to help us create, commission and curate according to a monthly publishing schedule. We also involved Tom Stubbs, the UK stylist, journalist and well-known contributor to the FT and Sunday Times as a local contributor. Features took the form of written articles, podcasts, video and imagery, and varied from an interview with Roberto Cavalli to previewing a Vogue Italia anniversary exhibition at the RCA.
Calendario was a fantastic opportunity for us to create meaningful interactions in support of Peroni ATL campaign work.
A beautifully shot cinema ad set in Bellagio, we complemented it online with additional features; insights into ‘the making of…’, a panoramic composition of the seasons and wallpapers where users could download images from the campaign.
Antoni Berardi for Peroni.Peroni’s reach extends to Columbia, Poland, Russia, South Africa, the UK and the US. It was therefore important for us to build a site where centrally provided content could feature worldwide, whilst allowing each market to update other information locally.
Working further with the UK, we tailored their online presence according to specific market requirements. Our solution was developed around the idea of an Embassy; the home of a foreigner abroad, and a fitting representation for the export brand Peroni. Championing Italian style, we followed the metaphor of ‘Embassy’ further, identifying three ‘pillars’ – food, fashion and design. These were the foundations of the site, on which all of the content was based. Brand ambassadors such as Antonio Berardi and Giorgio Locatelli were engaged to appeal to target ‘trendsetter’ and ‘urbanite’ audiences. Teaming up with Alessi, on-pack promotions were also created, where customers could win branded Peroni products.
Peroni Nastro Azzurro Accademia del Film with Gabriele Muccino.
Il Bel Gioco – The Beautiful Game.Accademia del Film was an opportunity for Peroni competition winners to work with industry heavyweight Gabriele Muccino to produce a short film.
Il Bel Gioco (The Beautiful Game) was a site commissioned by Peroni to pay homage to Italy’s rich football heritage during the 2010 World Cup bid. Italian style gurus were enlisted as bloggers, writing about the The Beautiful Game from their perspective through the use of image galleries, articles and video interviews.