Asahi and Peroni roll out major summer campaigns

27 November, 2020 by Andy Young

Asahi Super Dry and Peroni Nastro Azzurro, have launched major new campaigns for the Australian summer, which are the first for each beer since Asahi Beverages’ acquisition of Carlton & United Breweries.

Already hugely popular international beers in Australia, the new Asahi and Peroni campaigns are looking to build on the momentum both brands gained recently in growing their market share in lockdown as consumers turned to trusted brands.

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Kym Bonollo, CUB’s Head of International & Craft Beer, said: “Both campaigns are big and bold and we’re extremely excited to be rolling them out in time for summer. Both draw on the unique appeal of each beer’s home country to capture the attention of Australian beer lovers.

Peroni’s Walk with Us campaign draws on the tradition of La Passeggiata – an evening ritual Italians routinely take to walk, talk and socialise. A celebration of the little things often taken for granted, it champions connection in a post lockdown world. The campaign was created by Troublemaker Agency in the UK and further developed by the Peroni team in Australia.

Asahi Super Dry’s Discovery is Calling campaign draws similarly from its country of origin but with a modern twist. Created in collaboration between the Australian, Japanese and Global (UK) Asahi Super Dry teams, the TVC takes viewers on a surreal trip as the protagonists explore Tokyo’s nightlife and the new experiences that come with it.

Bonollo added: “No other company has a history of marketing beer in Australia like CUB. We’re thrilled to be the custodians of these incredible brands in Australia and be adding to their rich legacy in a small way with these new campaigns.”

The multimillion dollar campaigns will feature spots on TV, outdoor, digital and elsewhere as part of CUB’s plans to drive growth for the brands.