Peroni Stile Capri
84% incrementality to masterbrand -
over half from outside category and all from target 25-35 category
66% UK brand awareness with lager drinkers in peak summer (40% above target)
Finalist- the Drum Awards
Creativity - Food & Drink
Challenge
Peroni Nastro Azzurro's new innovation Stile Capri was developed to target younger drinkers who prefer lighter 'sunshine' beers, creating a new premium offering in a category traditionally dominated by volume, not value.
But Peroni faced a problem before they even launched - masterbrand had rapidly been losing relevance with younger drinkers globally, who saw it as 'a brand for my dad' or 'a beer when my boss is buying'. We had to find a way to prove there was a place for Peroni in their lives with the launch of Stile Capri.
Approach
Overwhelmed Gen-Zers can't respond to the masterbrand call to 'Live Every Moment' because their every spare one is meant to be accounted for. From work to socialising to self-care to their curated social image, they face unprecedented life pressures. While desperate for some escapism, the image of carefree lounging on the beach didn't feel aspirational to them - it felt unobtainable, turning them off. We had to tackle that head on, in order to make an impact.
Our playfully premium launch had a refreshing sense of humour that translates globally and stands out against a category full of vapid cliches. 'The Taste That Takes You There' positioned Stile Capri as 'Italian holiday in a bottle' - simultaneously singing the product's functional and emotional benefits, while knowingly poking fun at the reality of the situation for our intended audience.
Global Campaign
With a social-native audience, we flipped the traditional TVC 'cut-down' model to create social 'cut-ups' - a series of films deliberately designed to work in shorter formats that could be extended for TV. Each one features a playful reveal moment, demonstrating that taste of Peroni Stile Capri can give you a Capri-inspired moment, wherever you are.
Bold OOH extended the metaphor with characters making use of the bottle and label itself to enjoy their beach moment.
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