It’s the first national TV advertising campaign for Peroni Nastro Azzurro and is intended to build on a 26.8% gain in volume so far this year. That’s nearly double Peroni’s 14.2% increase for all 2018.
The brand has a new tagline (Birra Beautifully); sleek, updated packaging, and it is about to introduce a new 500-milliliter can, which will help the brand gain entry to venues like stadiums, hotels and concert halls, MillerCoors says. The first ads debut March 25. Here’s a sample.
The videos, each of which feature a strong female lead and a high-end fashion and design aesthetic, are “whimsical and convey luxury and a sense of place,” says Katie Feldman, the marketing manager for Peroni and other MillerCoors prestige import brands. “They convey that Peroni is a premium brand, but it can fit into the everyday lives of people and remind them that there are everyday moments of beauty.”
Saint Archer Gold has new spots to introduce the brand in new markets. The brand — aimed at active, health-conscious 25- to 44-year-old men and women — rolled out late February in four test markets: Austin, Texas; Charlotte, N.C.; Indianapolis and Arizona. Here’s a sample of the new spots.
The Helles-style lager so far has received “a great early response from retailers and consumers,” says Paul Verdu, vice president of sales and marketing for Tenth and Blake, the MillerCoors craft and prestige import arm. “Saint Archer is a craft brewery that literally was built for this active lifestyle space from Day 1 in Southern California. It has a message that no other above-premium light beer can deliver with that kind of authenticity.”