THE TASTE THAT TAKES YOU THERE

Peroni Nastro Azzurro has revealed Stile Capri, the brand's inaugural lighter lager and very first brand extension, since it’s birth in 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 launched in four markets, including the UK, Italy, Hungary and Romania, across TV, social and digital.

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.

We worked with Cannes Lions award-winning comedy director Camila Zapiola to bring this campaign 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.

Elspeth Lynn, creative partner at UNBOUND, said: "Creatively we wanted to bring Capri to our audience instead of taking our audience to Capri, which many don’t know, or haven’t been to. Adding a dash of wry humour along the way by the talented and rare female director, Camilla Zapiola… making this premium lager modern and more relevant."