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Stile Capri: The Taste That Takes You There - Garden Centre
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Peroni Nastro Azzurro has today revealed its new ad creative promoting Stile Capri, the brand's inaugural lighter lager and very first brand extension since 1963. At the heart of the campaign are four 30 second TV ads built around the line, ‘The Taste That Takes You There’. The ads will launch in four markets, including the UK, Italy, Hungary and Romania, across TV, social and digital. The campaign has been created by independent creative agency Trouble Maker, who worked with Cannes Lions award-winning comedy director Camila Zapiola, Unbound ECD Elspeth Lynn and production company Stink Films to bring it to life. Aiming to target 25- to 45-year-olds who want a more informal beer choice, this is new territory for Peroni Nastro Azzurro and the first time the brand has entered the lighter lager market space. Using classic humour, each creative sees a group of friends in their everyday lives taking a sip of the new bottle in what initially appear to be glamorous settings on the Italian Riviera. The audience is then shown a new angle which reveals that in actual fact, the drinker is in a rather more mundane setting such as a garden centre, a ferry, or the middle of a golf course, all highlighting that you can have a taste of an Italian holiday wherever you are, by drinking Stile Capri.
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