THE BRIEF

Shape a channel strategy and creative execution to drive rate of sale, without compromising premium brand positioning, in a heavily commoditised sector.

INSIGHT

Driven by the craft movement, people are seeking more complex, flavoursome beers. But their choice is influenced just as much by their need to make a statement about themselves, as by their taste buds.

STRATEGY

Dial up Peroni’s Italianess at bar, on shelf and via e-commerce, positioning it as a style brand, crafted to offer drinkers an affordable luxury.

CREATIVE PROPOSITION

Italians do it better.

OUTPUT

Multi-channel activation strategy, which drove shopper marketing toolkits, retail design innovation, and bespoke brand experience for key retail partners.

IMPACT

Sustained volume and value sales growth, at odds with the declining Premium & Continental Beer category. The result? Listings grew and Peroni enjoyed more than 3 years as the UK’s fastest growing premium world beer.