Como campaign brings back ‘60s style for beer with style

Since its launch in SA in 2005, Peroni Nastro Azzurro has established itself as one of the leading brands of South African Breweries Limited's (SAB), a subsidiary of leading global brewer SABMiller. In the past two years, the beer's sales have outstripped growth in the premium category (the international premium category is growing around 50%) and consumer interest has prompted the introduction of new product formats. Peroni Nastro Azzurro-on-tap launched in April 2007 and recently the stylish Peroni Nastro Azzurro cans were introduced.

While beers are rarely applauded for their sense of style, this brand has succeeded in becoming recognised for its Italian effortless chic and sophistication – not just for being a premium beer, doing what no other beer brand has done before.

Lee-Ann Smith, brand manager for the beer at SAB says, “We've succeeded in changing the way people think about beer … consumers choose the brand because its … a beer that symbolises style, sophistication, craftsmanship, attention to detail, authenticity and la dolce vita.”

The Calendario campaign comprises a short film as well as print, outdoor and other activations, its centrepiece being the short film shot on location in Bellagio, the pearl of Lake Como. Eight days were spent completely restoring the town lido to its former glory – bringing in new sand, repairing the pool, removing graffiti and completely repainting and reconstructing the cubicle doors. The result is a magnificent restoration of a breathtaking location.

Smith says authenticity and attention to detail were vital to the success of the project… “Props were authentically 60s items – from the sink in which the models have their hair washed, to the nets and rollers in their hair, from the Isetta bubble car to the incredibly rare Vespa 90 Super Sprint and the Fiat 500.”

The campaign aims to take you back to the swinging ‘60s - and it does.