The House of Peroni

Client: Peroni Nastro Azzurro

Peroni Nastro Azzurro’s strategy launching into 2022 was rooted in maintaining its position as number one world beer in the UK. To maintain that enviable rank, this year had to be a stake in the beach sand for PNA, a clear statement about who the brand is, who it’s for and where it’s going. Rather than a niche tastemaker, Peroni wanted to shift to the mainstream but protect their super premium credentials.

Cue “live every moment”, a positioning that allowed us to reinvent Italian traditions in the service of celebrating the British summer. We brought the Amalfi coast’s blissful shores to London’s Hyde Park for the festival season, with an activation that emulated this classical Italian holiday retreat down to the stuccoed walls and pastel perfect colours. Balancing commercial and brand objectives, festival goers were able to enjoy freshly poured Peroni Nastro Azzurro and sample the delights of Italian aperitivo served from the on-site kitchen, surrounded by decor recalling the luxury, opulence, and good times of the Italian coast in summer, during one of the UK’s hottest ever festival season.