Trouble Maker

Back to Zero

Objective

To have premium category buyers choose Peroni Nastro Azzurro 0.0% by delivering the stylish & superior quality experience true to Peroni Nastro Azzurro, with Italian passion & flair - and 0.0% alcohol. Asahi International wanted to defy category perceptions with a taste that truly is the same as the master brand, so that consumers could stop searching for the right NAB for them and concentrate on living every moment. The overall ambition was that Peroni Nastro Azzurro 0.0% would be the most aspirational non-alcoholic lager in the world, by leveraging the master brand’s super premium brand image, building on the enjoyment already experienced by consumers of premium lager.

Approach

We wanted to convince people that the newly launched Peroni Nastro Azzurro 0.0% tastes just like the flagship Peroni Nastro Azzurro, so they could stop searching for a non-alcoholic beer to add to their repertoire and get back to ‘living every moment’. Our angle was to demonstrate how it can be enjoyed in the very same way, while also highlighting the additional opportunities that selecting a ‘NAB’ brings about and how that translates to elevated moments that alcohol simply can’t offer.

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