PERONI

Challenge

As a globally recognised premium Italian beer brand, Peroni needed to maintain its elevated positioning while adapting to the realities of modern social consumption. In increasingly crowded feeds dominated by creator content, trends, and lo-fi storytelling, traditional polished brand advertising was becoming less effective at driving engagement and cultural relevance.

The challenge was to evolve Peroni’s social presence in a way that felt native to platforms and audience behaviour, without compromising the premium aesthetic, lifestyle positioning, and Italian heritage that define the brand.

Solution

Our strategy balanced aspirational brand storytelling with social-first creative formats designed around how audiences actually consume content online.

Rather than relying solely on polished campaign assets, we mirrored real consumer behaviour through creator-led, UGC-inspired content rooted in food, lifestyle, and culture. A key focus was driving footfall to on-trade venues and partner accounts, leveraging collaborative content to tap into existing audiences and build authentic reach. Partnerships with iconic pubs, restaurants, and hospitality groups created social moments that felt naturally embedded within premium experiences, rather than overtly branded.

Collaborations with local creators brought Peroni’s premium identity to life through platform-native formats such as POV content, “come with me” explorations, and experience-led recommendations. At the same time, global campaign assets were adapted into locally relevant creative designed to maximise social performance and audience engagement.

By blending elevated brand storytelling with reactive, culturally relevant content, we built a social ecosystem that maintained Peroni’s premium positioning while making the brand feel more discoverable, contemporary, and relevant within everyday social moments.