Peroni urges consumers to 'live every moment' in new campaign

Peroni Nastro Azzuro captures a festive summer day in the Mediterranean in “Live Every Moment,” drawing on the beer brand's Italian style and heritage for its first big U.S. campaign in two years.

A 30-second spot was filmed in the cliffside village of Positano, Italy, and features upbeat music, dancing and breathtaking views. The ad emboldens drinkers to step away from the mundane and to “viva la vita,” or live life to the fullest.

Peroni's global team partnered with the U.K.-based ad agency Trouble Maker to bring the campaign to U.S. and international markets. Molson Coors holds the U.S. marketing and distribution rights for the brand.

The campaign, which debuted on March 14, will run on TV in select markets including New York, Miami and Los Angeles, and encourages the purchase of Peroni on draft at local bars. The brand will also run ads on social media.

The timing for this campaign was contingent on the lifting of COVID-19 related restrictions. In 2019, about 45% of Peroni’s volume came from on-premise sales in bars and restaurants, according to Joy Ghosh, VP of Above Premium Beer at Molson Coors. Like many companies, Peroni took a hit from the diminished in-person dining that came two years ago at the beginning of the pandemic. 

“This campaign is one of many levers we’re going to be pulling to get more people to love and try our brand,” Ghosh said of the brand's first campaign since the pandemic began.

In recent months, Peroni experienced growth through off-premise purchases, such as in liquor and grocery stores.

Overall European imports have essentially remained at steady levels in recent years, reporting 0.1% growth in 2021. But brands are eager to see stronger growth as more people resume travel and dine in restaurants and bars. 

The brand also introduced the Peroni Passport sweepstakes, in which the grand prize is a $20,000 trip to the Amalfi Coast, the site of the campaign. Another 50 winners will receive funds for renewing their passports, and 500 people can win funds for a six-pack of Peroni. 

Though many may still be unable to travel due to the pandemic, Peroni said it hopes that people may explore and experience “la dolce vita” through its lager.