Peroni Nastro Azzurro

Context

Together with M&C Saatchi, Peroni Nastro Azzurro’s lead agency, we’d helped to create The House of Peroni. A PR idea that we now needed to deliver in the on and off trade. Inspiring more and more people to discover the authentic taste of Italy.

How we lived and breathed it

We broke the rules.

Despite the fact many shoppers would like to drink a cold beer, it rarely makes it onto shopping lists. So we figured if we could chill PNA at fixture, we stood a greater chance of appearing in people’s baskets. And that’s what we did.

We created a bespoke fixture, complete with chiller, to replace the conventional ambient shelf in a trial Tesco store. We also stripped back as many design elements as possible – inspired by luxury fashion boutiques – and played a PNA advert on a digital screen. The unit was expensive, ground-breaking, and (to everyone else’s mind) risky.

The result

Over the next two and a half years, that chilled fixture unit grew sales exponentially. For both PNA and the entire beer, wine and spirits category. We’ve been working with PNA and M&C Saatchi ever since.

  • Client: Peroni Nastro Azzurro
  • Tasks: Enhancing Peroni Nastro Azzurro’s premium positioning