Peroni Nastro Azzurro is putting its rich Italian heritage centre stage in a social media campaign in conjunction with integrated marketing agency HeyHuman.
As part of their âInfused with Italyâ campaign, the brand whisked three creative minds and three leading mixologists off to the picturesque region of Liguria, to explore new citrus flavours and create three original Peroni cocktails.
As well as creating a set of stunningly beautiful brand and influencer content pieces that live under #InfusedWithItaly, the campaign brings to life the brand’s Italian heritage and works hand in hand with 2017’s House of Peroni residency, which is being managed by M&C Saatchi PR.
Federico Doldi, a mixologist at the Chiltern Firehouse, was partnered with Nik Southern, founder of East London florist, Grace & Thorn. The pair were whisked off to Liguria, where they explored the Peroni Ambraâs chinotto groves and developed their own chinotto-inspired Peroni cocktail.
The second pair, Mia Johannson, owner of Bar Swift, and George Greaves, a Bristol-based freelance illustrator, were taken on a tour of Genoa, where they discovered the cityâs bar scene and visited its famous fruit market, Mercato Orientale, which is renowned for its selection of bergamot. The pair then developed a cocktail using the bergamot fruit and Peroni Nastro Azzurroâs gluten free beer.
Peroni Nastro Azzurro also invited scent experts, Niko Drafkos and Paul Firmin, from Earl of East London, and Davide Manzi, a mixologist at London Edition to the Italian coast. The team travelled to Sestri Levante, a seaside town in Liguria, and met with a gelato maker to learn about the regionâs attachment to lemons. Taking their inspiration from the trip, the trio crafted a lemon-infused Peroni cocktail.
Ben Lock, business director at HeyHuman, added: âPeroni is one of the worldâs most popular beers, which has always been known for its style. The âInfused with Italyâ campaign was a way to communicate more of the brandâs unique provenance and heritage to a wider audience.â
Each journey to Liguria has been filmed to create a teaser film and three 20-second shorts that will be shared over Peroniâs social channels.
Join us on a journey into the authentic Italian tastes of Peroni and citrus. #InfusedWithItaly pic.twitter.com/UCGOiFO64z
â PeroniNastroAzzurro (@peroniuk) September 8, 2017
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