The campaign is led by four 30-second TV ads built around the line, ‘The taste that takes you there’.
The ads will launch on 5 June in the UK, Italy, Hungary and Romania, across TV, social media and digital.
They are aimed at 25- to 45-year-olds who want a lighter, more informal beer choice, and are part of the supplier’s aim to make Peroni a top-10 global beer brand by 2030.
Mike O’Donoghue, global marketing manager at Peroni Nastro Azzurro, said: “As we look to take on our major brewing rivals at this competitive time, we’re excited to broaden the shoulders of the range, introduce some humour and informality into the brand and welcome more people into our world with ‘The taste that takes you there’ this summer.”
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