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Having turned the beer category on its head by borrowing the codes of luxury to elevate Peroni as the perfect expression of Italian Style, we wanted to contextualise this campaign idea into something audiences easily relate to: life by the sea.
Staying true to our authenticity, we took the brand back to 1960’s Capri, telling the story of a starlet letting go of her fandom to experience vita al mare. The film ran into Cinema and was complemented with OOH, Print and on/ off Trade comms. We extended the storytelling with an editorial series celebrating generations of Capri’s crafters across food, perfumes, style and design.
