PERONI WELCOMES LEWIS HAMILTON TO FERRARI WITH A GRAND ITALIAN GESTURE
Peroni Nastro Azzurro 0.0% has launched a new campaign to welcome Lewis Hamilton to the Scuderia Ferrari HP team, marking the second year of its partnership with the Formula 1 team. The campaign, titled “The Italian Way,” features a stylish and elaborate gesture in true Italian fashion, as Hamilton and Ferrari teammate Charles Leclerc enjoy a luxurious welcome gift: 44 cases of Peroni Nastro Azzurro 0.0%.
The commercial, directed by Martin Werner, showcases the premium nature of Peroni and Ferrari, conveying the traditional Italian way of welcoming and hosting. The spot aims to reach Formula 1 viewers and beer drinkers, while also containing Easter eggs for diehard Ferrari fans.
The partnership between Peroni and Ferrari comes as Formula 1 sees explosive growth globally, driven in part by Netflix’s hit docuseries, Formula 1: Drive to Survive. With the campaign, Peroni aims to maintain its premium positioning and adapt to evolving consumer preferences in an increasingly competitive beverage market.
“The world is looking at Ferrari at the moment, and at these two drivers,” said Carly Burford, global brand director for Peroni Nastro Azzurro. “Because of our partnership, the world’s looking at us.”
The campaign will run globally and extend through social media and other content timed around key racing weekends during the year. Peroni Nastro Azzurro 0.0% will also host immersive activations in global cities, spearheaded by agency Wasserman.
More work from Peroni and McCann is on the horizon, aimed at continuing the brand’s story in a more elevated and unmissable way.
Leave a Reply