Peroni launches new digital site ‘Stile Italiano’ to celebrate best of Italian culture
Carlton & United Breweries has launched a new digital destination and blog for its Peroni brand through SapientNitro celebrating the best of Italian culture.
The blog Stile Italiano aims to become a resource and repository for ‘The Best of Everything Italian, Curated for Australians,’ and will first feature content from across the internet published daily.
The blog brings Italy-related content, chosen for an Australian audience.
As the new financial year approaches, it will then publish more original content created especially for the brand.
Dan Wilkinson, social media lead at SapientNitro, said the relationship between the agency and beer brand was growing.
“Over the course of 2014, we were able to hone in on what Peroni’s consumers were connecting with, and created a Peroni Nastro Azzurro brand book to tie in content with partnerships, influencers, and event amplification through social media,” he said.
General manager of global brands at CUB Craig Maclean said the beer has a lot of room for growth.
“Peroni is a relatively new brand for the Australian market. While it is big in Europe, it’s still growing in Australia.
“We’ve built a small, but strong and passionate following, which is continuing to see growth. The launch of the Peroni Stile Italiano site is just the beginning. Our intention is to build on this platform further across 2015, and have SapientNitro continue to develop Peroni,” he said.
Alexandra Harrison, senior account manager at SapientNitro said: “The build of this site signalled a great step in the relationship Peroni has with us… Initially, we simply managed the brand’s Facebook page, but over the course of last year, we helped to define what the brand’s pillars really meant with a comprehensive brand book on the look and feel of creative assets and tone of voice.”
The blog is targeted at male premium beer drinkers who are ‘fashionable, young, urban professionals, aged between 25 and 35 years’.
CREDITS:
CUB – Peroni:
- Craig Maclean, General Manager Global Brands
SapientNitro:
- Aaron Tobin, Melbourne Business Lead
- Michael Kennedy, Creative Director
- Alexandra Harrison, Senior Account Manager
- Siobhan Condon, Delivery Lead
- Shayna Burns, Content Strategist
- Dan Wilkinson, Social Media Lead
- Oliver Wright, UX & Designer
- Jess Utting, Art Director
- Pramod Nair, Manager Interactive Development
When will brands realise that owned assets like this are expensive, inefficient and out of touch with digital trends? Really they’re just lining the pockets of Sapient Nitro…
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