Challenging the beer category through ltalian style.
Having turned the beer category on its head by borrowing the codes of luxury to elevate
Peroni as the perfect expression of Italian Style, we wanted to contextualise this campaign
idea into something audiences easily relate to: life by the sea.
Staying true to our authenticity, we took the brand back to
1960’s Capri, telling the story of a starlet letting go of her
fandom to experience vita al mare. The film ran into Cinema
and was complemented with OOH, Print and on/ off Trade
comms. We extended the storytelling with an editorial
series celebrating generations of Capri’s crafters across
food, perfumes, style and design.