Peroni Beer Gets All Frothy In Digital Refresh
Creative technology agency, SapientNitro has launched Stile Italiano,a blog for Carlton & United Breweries (CUB) premium Italian beer brand, Peroni.
SapientNitro has transitioned Peroni from a traditional-marketing brand, focused on outdoor executions to drive reach, into a brand publisher driving its presence in digital via social media, digital displays and by launching its first Australian website.
The site’s aim is to become a resource and repository for The Best of Everything Italian, curated for Australians. Peroni was looking to complement its ATL campaigns with digital-led marketing.
SapientNitro’s relationship with Peroni has spanned a year and a half, starting with the agency first managing the brand’s Facebook account. Dan Wilkinson, social media lead at SapientNitro explained: “Over the course of 2014, we were able to hone in on what Peroni’s consumers were connecting with, and created a Peroni Nastro Azzurro brand book to tie in content with partnerships, influencers, and event amplification through social media. The amplification of partnerships like the Portsea Polo led to Peroni being the top performing social media brand at CUB in Q4 of 2014.”
The insight gathered from the social campaign proved consumers had an affinity and were truly connecting to the Peroni brand in the digital realm. From this, SapientNitro explored a holistic web solution for Peroni, leading to the launch of the blog, Stile Italiano.
The first stage of the site sees the agency curating premium, stylish, relevant content from across the internet and across Peroni’s partnerships (such as Jeep Portsea Polo) published on a daily basis.
Stile Italiano has been built to promote Peroni as a brand that brings style to beer, enhancing the brand name to consumers, and linking Peroni with a lifestyle that consumers can own – Italian style. This blog is primarily targeted at male premium beer drinkers who are fashionable, young, urban professionals, aged between 25 and 35 years old.
The second stage of growing the blog will commence in Peroni’s new financial year and will see the agency curating and creating authored content especially for the brand.
Craig Maclean, general manager global brands at CUB said: “Peroni is a relatively new brand for the Australian market. While it is big in Europe, it’s still growing in Australia. We’ve built a small, but strong and passionate following, which is continuing to see growth. We wanted to unlock the brand potential by building relevant online partnerships and content that our followers were keen to engage with. SapientNitro has done a great job of guiding a premium brand like Peroni into the digital realm by developing content consumers are interested in. The launch of the Peroni Stile Italiano site is just the beginning. Our intention is to build on this platform further across 2015, and have SapientNitro continue to develop Peroni into a true digital brand.”
Alexandra Harrison, senior account manager SapientNitro added: “The build of this site signalled a great step in the relationship Peroni has with us and a passion for the creative and strategic thinking Sapient can offer. Initially, we simply managed the brand’s Facebook page, but over the course of last year, we helped to define what the brand’s pillars really meant with a comprehensive brand book on the look and feel of creative assets and tone of voice. We filmed and photographed their major event of the year – The Jeep Portsea Polo; and now we’re excited to drive and shape their digital strategy and future for their new financial year.”
CREDITS
CUB – Peroni:
Craig Maclean, General Manager Global Brands
SapientNitro:
Aaron Tobin, Melbourne Business Lead
Michael Kennedy, Creative Director
Alexandra Harrison, Senior Account Manager
Siobhan Condon, Delivery Lead
Shayna Burns, Content Strategist
Dan Wilkinson, Social Media Lead
Oliver Wright, UX & Designer
Jess Utting, Art Director
Pramod Nair, Manager Interactive Development
Latest News
Revium Snags Peter Bauld From Deloitte Digital
Revium, a leading full-service digital and AI consultancy, has announced the appointment of Peter Bauld (lead image) as Executive General Manager. Revium is a full-service digital and AI consultancy with over 20 years of experience creating engaging digital experiences for leading organisations and their customers. Bauld joins Revium after an illustrious career spanning over two […]
EMG/Gravity Media Names New Managing Director
The makers of Australia's Got Talent has been a magnet for senior hires in recent times.
Opinion: Shark Tank’s Sabri Suby Slams Politicians Jumping On TikTok Ban Bandwagon
Are politicians actually scaremongering about TikTok or just fed up of you doom-scrolling in the work bogs?
TV Ratings: “Ivana Was Robbed” – Final Three Contestants Revealed On Australian Idol
B&T's unsure if these Idol contestants look extra young or whether we are as old as we feel.
Veridooh Snatches Prashand Menon From ScentreGroup
Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]
Creative Content Studio OK COOL Answers APAC’s Call, Opening In Melbourne
Life set to get extra confusing for new agency staffers mistaking OK COOL for a pass-ag housemate text message.
Harry’s Cafe de Wheels & Hipages Launch New Pie To Fuel Tradies While On The Tools
The pies should apparently be better for tradies' health, apparently but won't be better for on-site ribbing.
Women Leading Tech’s Woman Of The Year Megan Dalla-Camina: What’s The True Cost Of Cutting DEI Spending?
Cutting DE&I spending might seem easy but you might change your mind when faced with Dalla-Camina's ire.
Thrive Introduces A Batch Of New Senior Leadership Roles
You could say that Thrive is set to thrive with these new hires. But that would be too obvious.
It’s Coming Home! Sponsors Make Subbuteo World Cup Finals Free
No idea what Subbuteo is? You clearly had a more exciting childhood than our editorial team.
Media Bigwigs Bet On Predictive Intelligence Platform Prophet In $5M Seed Funding
Prophet, profit, geddit? Must be laugh-a-minute in this startup's office.
CommsDeclare Brands Shell Energy An “Olympic Gaslighter” & Urges Agencies Not To Pitch For Creative Account
And we thought the gaslight Olympics took place in the Coogee Bay Hotel smoking area!
AFL Wins Battle With Warner Bros. As New AFL Team Is Revealed
There hasn't been this much wrangling over a cartoon animal since, well, ever!
BBC Podcasts Go Global With Amazon Music
Ironically, BBC podcasts unlikely to be available in the Amazon given the lack of signal.
Johnson & Johnson’s Former Consumer Healthcare Arm Reviews Creative
J&J inspired by Scottish term for knowledge 'ken' in its rebrand; nothing says 'wise' like a shot of Listerine.
Kat & Co Transforms Into THE WORLD OF Experiential Agency
After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]
Adobe Brings Firefly Generative AI Into Substance 3D Workflows
Still unclear of what generative AI actually is? Steer clear of this story.
Clemenger BBDO Introduces Saucy Campaign With Declan Cleary & Lee Kum Kee
When we heard this was a saucy campaign, we thought it be the barbecue and ketchup showdown we'd been waiting for.
Gawk Acquires 40 Billboard Locations From Transad
Gawk makes it move out of VIC into NSW with acquisition. Has promised to stop going on about Melbourne nightlife.
All About Attribution: Commission Factory Releases New eBook
Ever wanted to dive deep into channel attribution? Consider this the perfect springboard.
SMG Studio Launches Risk: Global Domination X Dune Part Two
Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]
RMIT Study Reveals That 73% Of Employees Don’t Believe Gen AI Is Relevant
Noticing staff switching off when you tell them about gen AI? Understand why here.
Australian Eggs Launches Egg-citing New Campaign Via Connecting Plots
How do you like your eggs in the morning? We usually skip them and go straight for the darts and whisky.
Future Lions 2024 Invites Young People To Be Heard With Spotify
Future Lions, of course, is the AKQA-backed student initiative at Cannes Lions, not a feeder for the rugby team.
QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]
Legend John McEnroe Joins Pepperstone’s Team Of Global Tennis Ambassadors
Despite the deal, McEnroe remains confused about difference between above- and below-the-line marketing.
LinkedIn Launches New Thought Leader Ads For Companies To Promote Member Posts
Though LinkedIn couldn't get any more insufferable? You thought wrong.
Latrell Mitchell Smacked On Wrist After Dropping Multiple F-Bombs In Post-Match Triple M Interview
Andrew Abdo has confirmed he is not angry... just disappointed.
TV Ratings: “When You Do Love Yourself, You’re Amazing” – Is This MAFS Most Heart-breaking Split?
Hold the press. MAFS groom and bride actually shown to be nice people.
Opinion: The Only Drag Marketers Should Be Worried About
Thought Transactional Drag was a lifeless club night in Newtown? Read this and you'll think again.
AWARD School Welcomes Class Of 2024
It's best to think of AWARD School like Survivor but with pitch decks instead of swimwear.
Interest In Motorsports Reaches New Heights As Formula 1 Grand Prix Revenue Expected To Surpass $100 Million
Need to get a dull sports client some quick results? Rustle up a Netflix series and watch the dollars roll in.
Chair Rob Murray To Depart As SCA Considers ARN’s Latest Takeover Bid
Struggling to make heads or tails of the SCA & ARN saga? Add this to your woes.
Adland Legend John Singleton Separates From Seventh Wife
Singo calls it quits with seventh wife as his race with Rupert Murdoch to become the most-married man continues.
ACCC Eyes Search Competition, Citing ‘Decreasing’ Quality & Rise In Generative AI
The only decline in search quality we notice is when B&T doesn't appear at the top of Google.
“Imagine A Career Above The Clouds”: Royal Australian Air Force Launches New Campaign Via VML
Don't worry about the forthcoming war with China - at least you'll get a bird's-eye view of the apocalypse.