Peroni Nastro Azzurro’s collaboration with Scuderia Ferrari marks a deliberate gear shift for the brand to supercharge the positioning of its 0.0% product in an increasingly competitive non-alcoholic drinks category.
After a monumental launch of the partnership in January 2024 that superseded campaign KPIs with a fan-first Tifosi Nastro Azzurro 0.0% delivery, the activation programme has continued to grow and evolve, with 17 markets to date (September ’24) having activated ATL, TTL and BTL.
To answer to partnership objectives, informed by the overall business and brand goals for Peroni Nastro Azzurro, the following activities have been executed:
- Launch Campaign – a fan-first launch moment including a limited edition release of ‘Tifosi’ Nastro Azzurro 0.0% and factory heist film featuring Scuderia Ferrari drivers, Charles Leclerc and Carlos Sainz.
- Fan-first Comms & Content, deployed across OOH / DOOH, TVC, Social & Digital.
- PR & Media Moments – featuring global talent, influencers and content creators at the intersection of F1 and broader culture.
- City Experiential – bringing the Tifosi closer to their no. 1 team in the city
- BTL Trade Activation Campaign – awarding prizes and exclusives to the global Tifosi, in both race and non-race markets
- Monza ‘Home Race’ Takeover – a celebration of the Tifosi in their home market.
In year one of this multi-year partnering of two of Italy’s most iconic brands, the results achieved pose a promising course for the partnership ahead, creating an exciting foundation for sustained global brand growth.
