Peroni: driving salience in everyday occasions

Australians were convinced Peroni was premium, and that was the problem. A beer recognised as a premium choice is a beer many consumers save for a special occasion, which left Peroni out of the everyday drink. It needed to belong to the casual dinner with friends and the spontaneous picnic without giving up its premium status.

Six pieces about parmesan, picnics and La Dolce Vita

In Winter 2023, Peroni worked with Avid Collective on “The Italian Aesthetic”, in support of its “Live Every Moment” brand campaign. The insight was small. Grating fresh parmesan over a meal, or setting down a well styled bottle of Peroni, makes an ordinary occasion feel special. That belongs in a guide, because the readers Peroni calls Style Seekers were reading about food, social occasions, fashion and travel anyway.

Six pieces ran across five premium lifestyle publishers, each picked for an everyday occasion in its readers’ lives.

Gourmet Traveller writes for food enthusiasts, so it took the Italian aperitivo, drinks and small plates before dinner, and turned it into a guide to doing it at home.

Boss Hunting reaches a male audience, and used two pieces to blend Peroni’s Italian heritage with modern style, adding fashion tips and Italian food pairings for a casual gathering and a more formal event alike.

GRAZIA and Icon are fashion titles, so their style-conscious readers came at it through home décor and lifestyle, with a guide to living “La Dolce Vita” from the comfort of home.

TimeOut made Italian-style entertaining feel fun and accessible in a listicle, from hosting at home to planning a stylish outdoor picnic.

Readers left more than 500 comments on articles about a beer

Dwell times ran up to 90% higher than publisher benchmarks, and the engagement held across all five publishers rather than resting on one. That came to 131 additional hours spent with the brand.

What those hours bought was time with Peroni in everyday settings, with the premium status it started with left intact.

Five titles wrote Peroni into the everyday occasion.

The people an audience reads on food and style decide the occasion, and five titles made that case in their own voices, in the contexts their readers came for.

The measures here are dwell time, comments and hours, from Winter 2023. Nobody ran a before and after on what Australians believe about Peroni, and this campaign does not stand in for one.