Stile Capri Launch
ObjectiveObjective

Objective

Trouble Maker were tasked to launch Peroni Nastro Azzurro’s first 'sunshine beer'. 

The strategy required a new sub-brand to appeal to a new generation of drinkers whilst still needing to protect the brand’s premium perception. 

When Heineken tried a similar project with Heineken Silver they saw 90% cannibalisation from master brand, so we knew the task was not straightforward.

Approach

Our playfully premium launch had a refreshing sense of humour that translates globally and stands out against a category full of vapid beach cliches. 

The line, ‘THE TASTE THAT TAKES YOU THERE’ speaks to our younger target audience’s experience of relentless everyday stresses and their need for small pockets of everyday escapism… without taking ourselves too seriously, which pulls away from the straighter tone
of Peroni Nastro Azzurro’s masterbrand.

ApproachApproach

Results

Results

Results

Stile Capri Launch

Contact info

14 Garrick Street
London
WC2E 9BJ
United Kingdom

info@troublemaker.co.uk

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Trouble Maker Inc Limited
Registered in the United Kingdom: 12023167