MONO Develops Peroni’s First National Ad Campaign


By the minneapolis egotist / /

Peroni – the fastest-growing European import in the U.S. beer business – partnered with MONO to develop and launch the brand’s first ever national advertising campaign. As the creative AOR, MONO spearheaded the creative strategy for the campaign titled, “Birra Beautifully”. The work brings style, fashion and beauty to the world of beer, carving out a distinct lane from the competition. The full campaign – which includes TV, print, out-of-home, digital and social – just launched and is supported by the brand’s largest media investment ever, triple the spend from last year.

The creative retains the aspirational, sophisticated feel the brand has become known for, with the stand- out work coming in the :15 and :30 TV spots. The spots depict people in stylish, sophisticated settings going to great lengths to enjoy their Peroni. From diving into a pool dressed in full cocktail attire to retrieve a bottle opener, to quickly changing from beach to chic for sunset drinks, the story reinforces the allure of classic Italian style and encourages viewers that Whatever you do, do it beautifully. Fun fact: ”Pool” was filmed at one of Frank Sinatra’s former homes in Chatsworth, CA.

“Peroni isn’t just a great beer, it’s an iconic Italian brand, brewed in a country that believes in finding and creating beauty in everything and every moment.” said Michael Hart, Founder and CCO of MONO.  “With the ‘Birra Beautifully’ campaign, we wanted to create work that celebrates that, knowing there are lots of drinkers out there who aspire to enjoy the Italian perspective on life and style.”


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