“Peroni to Become the Most Stylish Beer in the World…...”
Today's beer brands lack style and flair. Many consumers are choosing to look elsewhere - at wines and spirits - to express their sense of fashion and style. Peroni however will change that. Peroni is all about style. Peroni is the quintessential Italian beer; it comes from the fashion capital of the world; its looks, communication and experiences will consistently convey style superiority to the rest of the category. ‘Modern sophisticates’.” will prefer it over all other beers, by leveraging its extrinsic imagery as “Italian style in a bottle.”
Historically, the look and feel of the packaging, featuring a white label with a red signature on a green bottle – the colors of the Italian flag - was rich in heritage and Italian cues. The organization doesn’t believe in change for change’s sake. Therefore, they kept these timeless elements, along with the banners and gold details that lend a high quality feel to the label, and updated them with a stylish new twist. They also kept the familiar embossed green bottle, emblazoned with the phrase ‘Birra Superiore’ as a signal of quality. However, they have subtly brought them up to date, elongating the neck of the bottle for a sleeker look.
The company backed up the chic redesign with new brand positioning, themed around ‘Effortless Italian cool’. This provided a creative thread that they could weave through all above-the-line activity, including point-of-sale materials, to create a sophisticated and compelling environment. The new packaging and identity together formed a strong creative springboard for growth, with launch events at some of the world's most stylish venues and an ad campaign inspired by Italian movie classic, La Dolce Vita.
Today's beer brands lack style and flair. Many consumers are choosing to look elsewhere - at wines and spirits - to express their sense of fashion and style. Peroni however will change that. Peroni is all about style. Peroni is the quintessential Italian beer; it comes from the fashion capital of the world; its looks, communication and experiences will consistently convey style superiority to the rest of the category. ‘Modern sophisticates’.” will prefer it over all other beers, by leveraging its extrinsic imagery as “Italian style in a bottle.”
Historically, the look and feel of the packaging, featuring a white label with a red signature on a green bottle – the colors of the Italian flag - was rich in heritage and Italian cues. The organization doesn’t believe in change for change’s sake. Therefore, they kept these timeless elements, along with the banners and gold details that lend a high quality feel to the label, and updated them with a stylish new twist. They also kept the familiar embossed green bottle, emblazoned with the phrase ‘Birra Superiore’ as a signal of quality. However, they have subtly brought them up to date, elongating the neck of the bottle for a sleeker look.
The company backed up the chic redesign with new brand positioning, themed around ‘Effortless Italian cool’. This provided a creative thread that they could weave through all above-the-line activity, including point-of-sale materials, to create a sophisticated and compelling environment. The new packaging and identity together formed a strong creative springboard for growth, with launch events at some of the world's most stylish venues and an ad campaign inspired by Italian movie classic, La Dolce Vita.
1 comment:
Yes i like the website very much...
i got to know about peroni a lot through this site...
Thanx..
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