How do you launch Peroni’s first ever sunshine beer?
Our challenge was to appeal to a new generation of drinkers whilst staying true to the master brand’s premium roots.
This would be a tough balancing act, as a similar launch by Heineken Silver saw a 90% cannibalisation of master brand.
Our Approach?
TRANSPORTING YOU TO CAPRI.
Corona sells the dream of beachlife however, our audience don’t buy into fantastical expectations.
We wanted Peroni Capri to be more relevant and help people bring a little taste of Capri into their own worlds.
Capri in hand and a dash of cheeky creativity is all it takes to turn anywhere — from a garden centre to a golf course — into a taste of Capri living.
We flipped our production mode to create social first assets that could be cut-up for TV in markets that needed it.
We were warned to expect up to 90% cannibalization for similar NPD launches in the beer category. However, our launch flipped the industry norms.
UK Sainsbury’s data showed this incremental growth came from our younger 25-44 target audience. Shoppers were younger than Peroni Nastro Azzurro core and also younger than average beer drinkers.
In the 11 weeks post launch,
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