ONLY

Peroni Nastro Azzurro, the world’s Number 1 premium Italian lager, has launched its new global platform, “ONLY”. Created by McCann London, the platform positions the brand as a stylish, Italian icon of the beer category, defying category conventions to bring boldness and iconicity back to the brand. Because, as the Peroni family said at its launch in 1963: “Peroni Nastro Azzurro is more than a beer, it’s an Italian masterpiece”.
The platform launches with a campaign that places Peroni Nastro Azzurro shoulder to shoulder with Italy’s legendary cultural symbols — the Trevi Fountain, The Birth of Venus, and Scuderia Ferrari. Inspired by the charming Italian habit of downplaying something that is clearly perfect, each masterpiece is described as “ONLY a fountain”, “ONLY a painting”, and “ONLY a car”. After all, as Michelangelo once said: “I only removed everything that wasn’t David”, and as Enzo Ferrari once said: “I only take engines and attach wheels to them”. The launch film was directed by French filmmaker Fleur Fortuné.
The global campaign spans experience, activations, social, influencer partnerships, sponsorships, above-the-line and on- and off-trade activity. It launches today (March 23) in the UK across AV, social and below-the-line, with further activity including iconic OOH sites to follow. Additional markets will roll out in the coming months, including the Republic of Ireland and Italy at the end of April, marking the start of a global campaign.

The platform is elevated further by a new clean and contemporary brand world, created in partnership with brand-led strategy and design studio FutureBrand. The new aesthetic connects every channel cohesively, from advertising to on-and off-trade. The brand world uses a confident, stylish graphic approach, clean white space, an effortless photographic art direction, and Peroni Nastro Azzurro’s distinctive blue.