Peroni Nastro Azzurro is a household name in many markets, but our aim is to continue to attract new drinkers and to grow our share of non-alcoholic beer (NAB), globally. We cannot outspend some of our competitors, but we can strive to be the most talked about premium beer brand, with fame-driving partnerships.

Formula 1 influences culture from music and film, to fashion and gaming. By partnering with Scuderia Ferrari, we accessed an audience of 800 million fans.

With over 300 sponsors already jostling for attention, our brief was to develop a creative idea that cut through the noise, and make Peroni Nastro Azzurro 0.0% and Scuderia Ferrari the most talked about brand partnership in Formula 1.

Our objectives were a) mass reach of the partnership, b) engage the fans, c) increase share of voice against Heineken, and d) increase sales of Peroni Nastro Azzurro 0.0%.

Our idea was to create the ultimate dedication to the Scuderia Ferrari fans: an unprecedented renaming of our product to celebrate the Tifosi. 2,024 limited edition ‘Tifosi’ Nastro Azzurro 0.0% bottles were produced for fans, media and influencers, which we launched with theatrical storytelling featuring a heist, and their heroes - the drivers.

And because our entire narrative was focused on earning the attention, respect and, buy-in of the Tifosi, our aim was to embed every film, photo and asset with Formula 1 and Scuderia Ferrari references for fans to discover, creating an environment to get them talking.

The brand partnership was launched globally, but also given to local markets to launch with regional relevance, and amplified with locally-meaningful press, influencers and fans.

We didn’t want to be another sponsor, we wanted to be recognised as the official beer (and champion) of the Tifosi.

Our target audience spend the winter break hunting for every rumour and gossip. This is consistent with a wider fan culture insight - the thirst for insider information and hidden meaning, seen in gaming, movies and entertainment.

Our strategy was to create a ‘Super Bowl-esque’ moment for these fans, in the window before the new Formula 1 season.

Our launch messaging had three key strands:

-Releasing the Italian Passion: Peroni Nastro Azzurro 0.0% Launches New Global Partnership with Ferrari

-Destined relationship between two Italian icons

-Elevate the racing experience for fans around the world

In collaboration with Scuderia Ferrari, we created “The Brake In” launch film, “In the Bag” Tifosi-inspired flat lay media images, Driver launch photos and stills of the limited edition Tifosi Nastro Azzurro 0.0% bottles.

We launched globally on January 30th with a 60” film and suite of media assets, with the limited edition Tifosi Nastro Azzurro 0.0% featuring across all touchpoints.

‘The Brake In’ film starred drivers Charles Leclerc and Carlos Sainz as they performed a heist in our factory, breaking in and replacing product labels with Tifosi Nastro Azzurro 0.0%.

Our ‘In The Bag’ photo asset featured our bottle amongst items that reflected what’s inside a Tifoso’s bag on race day.

In Italy, we hosted global media in Maranello, the home of Ferrari, which included a Q&A with Leclerc. A projection also illuminated Il Palazzo dei Congress in Rome at midnight. In the UK, Drive to Survive’s Will Buxton hosted influencers and Tifosi fans at London’s Formula 1 arcade.

Every part of the story combined to produce a global moment in sport, and this was reflected in the results.

1) Media Outputs: 639 pieces of coverage including broadcast TV, mass reach titles (Daily Mail) and premium titles (Rolling Stone) - contributing to 2.1 billion reach and €1m earned media value. The rosso corsa cherry on top? An 82% pull through of brand assets. In Italy we achieved coverage on Sky Sports and 222 press articles, with 112 million impressions. The ‘Brake In’ reached 19 million people (+261% vs. forecast).

2) Audience Outcomes: #1 share of voice for Formula 1 sponsors (preseason), with an 8% and 7% increase in search volumes vs. Heineken (MoM) in Italy and the UK. Italy achieved a whopping 74% of searches vs. Heineken in February.

3) Business Outcomes: 2% uplift of PNA 0.0%’s share of total Peroni volumes (highest of any global beer brand), 88% YoY uplift in PNA 0.0% volume growth and 1 million sales of ‘Tifosi’ Nastro Azzurro in Italy.