Peroni launches £17m Stile Capri marketing campaign across Europe
Peroni Nastro Azzurro (PNA) has revealed it is launching a new €20m (£17m) marketing campaign across several European countries for Stile Capri, the brand’s inaugural lighter lager and its first brand extension since 1963.
The Italian beer brand has teamed up with independent creative agency Trouble Maker and production company Stink Films to launch Stile Capri with a series of TV humorous adverts on 5 June in the UK, Italy, Hungary and Romania.
This is the first time the label has tapped into the lighter lager market, targeting 25 to 45-year-olds who want a more informal beer choice.
Owners of PNA – Asahi Europe & International – said it will invest more than €20m (£17m) into marketing Stile Capri over the next three years, as the brewer seeks growth in a fast-growing beer category that has been dominated by Mexican & US competitors.
The marketing campaign comes as part of Peroni’s ambitious growth strategy to become a top 10 global beer brand by 2030, having launched Peroni Nastro Azzurro 0.0% in April last year and Stile Capri in March this year.
Related news
Expansion and existing shops push Action sales 20 % higher
Sales at Dutch non-food discounter Action continue to rise substantially:…
Read more >In Italy, after May, the annual inflation was 0.8 percent in June as well
In line with the preliminary estimate, consumer prices in Italy…
Read more >Big Hajdú campaign in Arab countries
One of the biggest marketing campaigns of all times promoting…
Read more >Related news
Valeo Foods Completes Acquisition Of Appalaches Nature
Valeo Foods Group has completed the acquisition of Appalaches Nature,…
Read more >Carrefour grows in France and Brazil, lags behind in rest of Europe
Carrefour says it is rather pleased with its financial results…
Read more >Food and beverage innovation plunges nearly 50% since 2007: Mintel
The market research firm said about a quarter of items…
Read more >