New global advertising for Peroni

30 June, 2015

Peroni Nastro Azzurro, the world’s leading premium Italian beer, has announced the launch of its new global advertising campaign, Vita al Mare (Life by the Sea).

The campaign takes consumers to Italy’s most iconic coastal destination – Capri. The island is known as a haven for stylish, influential and famous individuals who have travelled there for more than two thousand years, from Emperor Tiberius, to Sophia Loren and Grace Kelly.

The film, shot by director, Kalle Gustafsson, brings to life the tale of a starlet who is given a taste of everyday life by the sea by Caprese locals.The  soundtrack – The Beatles’ Here Comes The Sun, re-recorded at its original birthplace, the Abbey Road studios with up-and-coming Italian singer Valeria Pozzo. The recording celebrates the 45th anniversary of the song, originally recorded on July 7, 1969. 

Claudia Falcone, Global Brand Director for Peroni Nastro Azzurro, said: “We were very pleased to work with up-and-coming Italian talent, Valeria Pozzo. Her rendition of ‘Here Comes The Sun’ is a unique Italian reinterpretation of the Beatles’ single. As part of Peroni Nastro Azzurro’s commitment to giving back to Italy, a conscious decision was made to support an emerging talent who represents the future of Italy.”

SABMiller director global brands Chris Taylor, added: “This beautiful new campaign for Peroni Nastro Azzurro is testimony to a very deep understanding of the brand, its Italian heritage and the effortless style that Italy is renowned for. This is the result of respect and admiration for Italy, the Italian way of life and also of an enduring relationship with our lead global creative agency, The Bank. Our partnership began in 2004; this was followed by the launch of Peroni Nastro Azzurro around the world, and has continued to generate great ideas and campaigns, truly demonstrating the deep passion and enthusiasm from all who work on the brand."

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