Italian lager Peroni opts for style in new summer campaign

Captured in and around Lake Como, the advert and posters celebrate the charm of Italy in summer, and the stylish way Italians rejoice in the warmer months, brand owner Miller Brands said.

The advert will be screened in cinemas before selected films to specifically target consumers relevant to the brand. Outdoor billboard formats will follow in cities including London, Manchester, Birmingham, Leeds and Liverpool. There will also be a print campaign.

Lucy Jordan, director of customer marketing at Miller Brands, said: “Peroni Nastro Azzurro’s new campaign celebrates the essence and aspiration of the warmer Mediterranean months, and emphasises the uniquely passionate and stylish approach the Italians have to spring and summer.”

Jordan added: “World Beer continues to grow – up 14.9% across both the on and off-trade – and Peroni Nastro Azzurro is a key driver for retailers.”

The new ad premieres in cinemas across the UK from 20 April. Log on to www.facebook.com/peroniuk for a preview.