Peroni holiday

The Brief: Peroni is a lesser-known, but highly premium import. How could they stand out and gain floor space in the crowded holiday timeframe?

The Idea: Holiday parties are stressful AF. So we leveraged the brand’s authentic Italian heritage to give our target audience something that felt premium without all the work: an Italian Aperitivo. It’s an elegant Italian affair that comes together with a cheeseboard and a 6-pack. Tis the season for minimal effort and maximal glam. At shelf, we drove our audience to sign up for our weekly Aperitivo How-To classes — we texted them the shopping list and they tuned in to Instagram Live each week to see classes from influencers Chef Mia Castro and The Weekend Mixologist. Not only did this drive velocity with a weekly reason to pick up Peroni, it educated our audience about the aperitivo occasion and raised Peroni’s brand awareness just in time for the holidays.