All looks at Lewis Hamilton, the largest Global Formula One star, as he makes his long-awaited debut for the Scuderia Ferrari HP team in the Australian Grand Prix on Sunday (March 16). This is an important cultural moment for Formula 1, Ferrari and the brand partner of the latter, Peroni Nastro Azzurro 0.0%.
To celebrate this new era of racing, Peroni -free beer welcomes Hamilton, who moves from Mercedes to the Ferrari team, with a stylish, sophisticated gesture in a truly Italian way.
The Italian Road launched the second of a five -year partnership between Peroni Nastro Azzurro 0.0% and Ferrari. The campaign is also the first job for the McCann WorldGroup brewery after the McCann London agency won Peroni’s global advertising account last year.
“The world is looking at Ferrari right now and these two drivers [Hamilton and Ferrari teammate Charles Leclerc]”Carly Burford, Global Brand Director for Peroni Nastro Azzurro,” Adweek told. ” Because of our partnership, our world is looking at us. “
The advertisement, entitled “The Greetings Gift” and directed by Martin Werner, is placed in a luxury home in the Italian hills, where Hamilton and Lecturer enjoy the landscape and company of the other. Hamilton is surprised but delighted when Leclerc and Ferrari organize the delivery of a memorable gift for welcome: 44 cases of Peroni Nastro Azzurro 0.0% (44 is also Hamilton’s racing number).
The film conveys the premium nature of platforms and Ferrari, who are rooted in Italy and “stand for style, taste and effortless”, to Burford, demonstrating “the traditional Italian way of welcoming and hosting” and capturing the relationship between teammates.
The place aims to reach the Formula One viewers and beer drinkers, but also contains Easter eggs for Diehard “Tifosi” (Italian fans of Scuderia Ferrari), with the number of cases corresponding to the Hamilton racing number.
With the Peroni campaign tries to cope with challenges like maintaining [beverage] Market, “said Burford. Like other brands of alcoholic beverages, Peroni is confronted with more competition from growing segments such as spirits and alcohol, non -alcoholic and wellness drinks.
Peroni, which has set the ambition to become the top 10 beer by 2030, sees potential for growth from its brand’s extensions as Peroni Nastro Azzurro 0.0%, Burford said.
“People carry brands of drinks such as an extension or badge for who they are,” Burford said. “I want people to feel like they are drinking something that is premium, something that has an amazing and refreshing … and really feel like you really feel like they feel like [Peroni] is a continuation of them. “
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The partnership comes when Formula 1 sees explosive growth worldwide, led by Netflix’s hit documents, Formula 1: Striving for survival that debuts in 2019. F1 is the most popular annual sports series, reaching a total of 750 million and seeing that global interest is gaining 2021, since 2021, according to the December report by Nielsen Sports.
The Italian Road will work globally and extend through social media and other content connected around key racing weekends throughout the year. As only 1% of Formula One fans are able to attend competitions, Peroni Nastro Azzurro 0.0% will also host immersive assets in global cities headed by Wasserman.
Beyond the Ferrari partnership, more work than Peroni and McCann is also on the horizon aimed at “Continuing [the brand] A story in a more erected, unchanging way, ”Burford said.