Peroni: PERONI NASTRO AZZURO SECONDARY PACKAGING

Credits & Description:

Category: Alcoholic Drinks

Advertiser: SABMILLER

Product/Service: PERONI BEER

Agency: THE BRAND UNION

Date of First Appearance: Mar 1 2009 12:00AM

Entrant Company: THE BRAND UNION, London, UNITED KINGDOM

Executive Creative Director: Glenn Tutssel (The Brand Union)

Designer: Glenn Tutssel (The Brand Union)

Media placement: Cannes Lions entry - Cannes entry - 01 March 2009



Describe the challenges and key objectives

1. To create a premium look & feel for a beer that is a quintessential style icon for Italy.



Describe the brief from the client

SABMiller's Peroni Nastro Azzuro is now the no 1 premium Italian beer in the UK. We were asked to package and create on-brand point of sale devices for the beer for international distribution.



Describe how you arrived at the final design

The bottle and label were redesigned to create an overt Italian feel using hand-drawn typography from Italian heritage, also reinstating the Blue Ribbon. The green glass bottle was inspired by an original Peroni bottle found in their archives. The outer packaging was created as a presentation gift pack for many markets and conveys its unmistakably sophisticated Italian character.



Give some indication of how successful the outcome was in the market

Peroni's UK sales are up 45.4% to £52-million at the latest report (The Grocer, April 24, 2010), which is against the trend of declining beer sales for the group's rivals.