Asahi Europe & International is aiming to boost worldwide sales of its Peroni Nastro Azzurro Italian lager with the appointment of Havas – which has handled Asahi Super Dry outside Japan since late 2024 – as its global agency following a competitive pitch process.
The account review, supported by AAR, began in April and also included incumbent agency McCann, alongside Adam & Eve\TBWA, and Leo.
The transition to the new agency will begin immediately, although McCann will continue to support the brand on a final UK project, which is scheduled to go live in 2027.
Launched in 1963, the brand name translates to “Blue Ribbon” in honour of the Italian ocean liner SS Rex which won the Blue Riband in 1933 and claims to be the best-selling and most globally exported Italian beer brand in the world, sold in over 70 countries.
Peroni Nastro Azzurro is advertised as a premium fashion and lifestyle brand rather than a typical mainstream beer. McCann London developed the “Only” platform (pictured), which linked Peroni with legendary symbols of Italian culture, including the Trevi Fountain, Michelangelo’s Venus, and Scuderia Ferrari.
Ads labelled the iconic cultural symbols as “Only a fountain”, “Only a painting”, and “Only a car”, concluding that Peroni is similarly “Only a beer”.
Peroni also has official partnerships with Scuderia Ferrari and Formula 1 drivers, including Charles Leclerc and Lewis Hamilton, and launched a campaign last year promoting the non-alcoholic Peroni 0.0%.
The Corner London remains an agency partner for Asahi UK, continuing to handle creative, social, and promotional management.
Asahi Europe & International global brands CMO Małgorzata Lubelska said: “Following a thorough review of our global brand direction and future growth ambitions, we have appointed Havas as our new global creative partner.
“This decision positions Peroni Nastro Azzurro for its next chapter of growth, and enables us to bring our global brands together, including Asahi Super Dry, under a single strategic partner. We would like to thank McCann for their dedication to the brand and delivering the ‘Only’ platform for multiple markets.”
Havas UK chairman and CCO Mark Whelan added: “Grazie mille to the tireless and talented Havas teams, to the AAR for a thoroughly constructive process, and most of all to the Peroni crew for the opportunity to partner on such an iconic brand. We’re looking forward to building on the great work from the Peroni Nastro Azzurro and McCann teams. Our fridges look so much better with premium Italian lager within.”
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