The Challenge
• Ensure Peroni Nastro Azzurro’s brand messages are key in all communication and do not become lost when partnering with an icon
• Reinforce and showcase Peroni Nastro Azzurro’s genuine Italian style credentials
• Create a platform which enables Peroni Nastro Azzurro to maintain these relationships and to reach true advocates and trendsetters on an ongoing basis keeping up the momentum

The Solution
GSC has an ongoing strategic partnership strategy in place which continuously engages with the existing advocates as well as reaches out through strategic alliances and activations to target additional partnerships, therefore elevating the platform of Italian style upon which the Peroni Nastro Azzurro is built.

Some of the Amici Di Peroni include :

• The Peroni Nastro Azzurro French launch in Monaco which took place in July 2007 attracted international high profile guests such as David Coulthard, Karen Minier, Daniele Cavalli, Princess Patrizia d’Asburgo Lorena, Marquesa Maria Sole and Brivio Sforza

• Peroni Nastro Azzurro linked with award winning stylish Italian chef, Giorgio Locatelli, to marry food with the premium Italian beer. Locatelli developed a collection of exclusive Italian recipes that compliment the intrinsics of Peroni Nastro Azzurro. This mutually beneficial Italian style brand partnership uncovered premium Italian beer and the way it perfectly complements food and fine dining. The collaboration communicated the shared passion: Peroni’s innate beer craftsmanship and Giorgio’s passion for food means both brands share one powerful value: the perfect sense of Italianness, be it in beer or food.

• Peroni Nastro Azzurro has an on-going collaboration with Francesca Versace. Francesca helped to launch the Peroni Nastro Azzurro brand in Japan, in September 2007, by holding a fashion show of her graduate collection at the official launch event.

• Peroni Nastro Azzurro partnered with International fashion Designer Antonio Berardi who was the guest of honour at the Russian launch party. Antonio Berardi created a bespoke art/fashion installation using coveted parachute dresses from his A/W 08-09 collection for the launch. Peroni Nastro Azzurro’s relationship with Berardi is long-term and just recently they’ve launched the ultimate travel bag

• In May 2008 Elisabetta Gregoraci was the official spokesperson for the Peroni Nastro Azzurro launch in the Canary Islands. She revealed the Peroni bottle to the crowds and was interviewed by the media to generate international press coverage

• Peroni partnered with Vogue Italia to create 50 Years of Italian Style which was a photographic exhibition showcasing 50 Years of Italian Style, with images supplied by Vogue Italia, spanning 10 decades. Peroni has cemented their relationship with this leading international fashion bible as well as with the editor Franca Sozzani.

• In 2008 Peroni set up a collaboration with Matteo Alessi to create a range of items for the brand. Alessi’s Italian design and style create the perfect partnership for both brands.