ABOUT

Peroni Nastro Azzurro aimed to celebrate contemporary Italian creativity by launching the House of Peroni campaign. The initiative spotlighted three Italian luminaries—mixologist Simone Caporale, fashion designer Margherita Missoni, and chef Francesco Mazzei—each embodying the brand’s pillars: Mixology, Style, and Taste. The objective was to produce engaging, high-quality content that resonated with modern audiences and reinforced Peroni’s association with Italian excellence.

Execution

Blonde was commissioned to bring this vision to life through a series of branded films and digital content:
• Simone Caporale: Captured crafting innovative cocktails that reimagined classics like the Negroni and Aperol Spritz, infusing them with Peroni Nastro Azzurro to reflect Italy’s vibrant mixology scene.
• Margherita Missoni: Featured in a stylized narrative that delved into her design philosophy, highlighting the intersection of traditional Italian fashion and contemporary aesthetics.
• Francesco Mazzei: Showcased preparing signature dishes that blended authentic Italian flavors with modern culinary techniques, emphasizing the richness of Italy’s gastronomic heritage.

The content was produced over a six-week period, with shoots conducted in both the UK and Italy. The resulting materials included nearly 100 films tailored for various platforms, ensuring a consistent and immersive brand experience across all channels.

Results

The campaign achieved significant reach and engagement:
• Audience Reach: Nearly 17 million people engaged with the content across Peroni’s digital platforms.
• Content Longevity: The extensive library of films provided Peroni with a year’s worth of “always-on” content, sustaining audience interest over an extended period.
• Brand Alignment: Successfully reinforced Peroni’s brand identity by associating it with contemporary Italian culture and creativity.